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  • Report Now Tech: Customer Analytics Service Providers, Q2 2021

    Forrester's Overview Of 40 Customer Analytics Service Providers
    April 20, 2021 | Brandon Purcell

    You can use customer analytics service providers to solidify your customer data foundation, build and deploy analytical models, and embed insights into customer experiences. But to realize these...

  • Report Evaluate Your Approach To Successful B2B Content Marketing

    Five Competencies Help Marketers Deliver Content With More Customer Value
    April 19, 2021 | Laura Ramos

    B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist —...

  • Report Digital Businesses: Hold Vendors To A Higher Standard And Demand The Support You Deserve

    Some Retailers And Brands Suffer From Vendors' Outdated Practices — And Don't Even Realize It
    April 12, 2021 | Emily Pfeiffer

    Digital business leaders must readjust their expectations and push commerce tech vendors to modernize and move forward as quickly as end consumers demand. But some businesses are so used to how...

  • Report Chief Data Officers: Invest In Your Data Sharing Programs Now

    With B2B Data Sharing, Benefits Are Greater Than The Sum Of Its Parts
    March 11, 2021 | Jennifer Belissent, PhD

    Data sharing is on the rise: 35% of data and analytics decision-makers using external data sources share or exchange data with suppliers and partners. But it doesn't come easily for everyone. To...

  • Report The Forrester Tech Tide™: Extended CRM Technologies, Q1 2021

    Twenty Technologies Underpin CRM
    March 9, 2021 | Kate Leggett

    CRM is increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their CRM performance, companies are evaluating and adopting a range of contributing...

  • Report Gauge Your CRM Maturity

    Assessment: The CRM Playbook
    March 4, 2021 | Kate Leggett

    An explosion of channels, new technologies like artificial intelligence, and demanding consumers challenges organizations to reshape the way that they target, acquire, retain, understand, and...

  • Report Research Overview: Tech Titans In Healthcare, Banking, And Retail

    A Guide To Forrester's Research On The Tech Titans
    February 23, 2021 | Alyson Clarke, Arielle Trzcinski

    The "tech titans" — Amazon, Apple, Facebook, and Google — are expanding into the healthcare, banking, and retail sectors. They will look to further reorient customer expectations as they take on...

  • Report Assess The Strength Of Your Marketing And CX Alliance

    Assessment: The Experience-Led Marketing Playbook
    February 18, 2021 | Emily Collins

    The quest for customer engagement has left marketers with mountains of data, bloated martech stacks, and distraught customers. With trust, privacy, and choice now driving buying decisions,...

  • Report Geopolitical Disruption Demands Local Trust

    CMOs At Global Brands Must Pivot To Truly Multilocal Operations
    February 11, 2021 | Thomas Husson

    Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

  • Report The Forrester Wave™: Customer Database And Engagement Agencies, Q1 2021

    The Eight Providers That Matter Most And How They Stack Up
    February 8, 2021 | Fatemeh Khatibloo, Nick Monroe

    In our 29-criterion evaluation of customer database and engagement agencies, we identified the eight most significant — Acxiom, Bond Brand Loyalty, Epsilon, Havas Helia, ICF Next, Merkle, RRD, and...

  • Report Now Tech: Data Governance Solutions, Q1 2021

    Forrester's Overview Of 23 Data Governance Solution Providers
    February 8, 2021 | Jennifer Belissent, PhD

    You can use data governance solutions to improve trust through consistent data definitions and quality requirements; ensure data security, regulatory compliance, and ethical use; and ultimately...

  • Report Get Your Data Deprecation Plan Together

    Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches

    Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access. In this report, Forrester defines data...

  • Report Prioritize The Tech That Paves The Path To People-First Marketing

    Tools And Technology: The Experience-Led Marketing Playbook
    January 12, 2021 | Stephanie Liu

    CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

  • Report Now Tech: B2B Marketing Data Providers, Q1 2021

    Forrester's Overview Of 36 B2B Marketing Data Providers
    January 11, 2021 | Steven Casey

    You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

  • Report Secure Your Customers And Protect Your Brand

    Executive Overview: The Cybersecurity And Privacy Playbook
    January 5, 2021 | Merritt Maxim, Laura Koetzle

    Today, CIOs and CTOs are transforming the foundations of their business using a range of technologies. A successful digital transformation must be accompanied by a cybersecurity and privacy...

  • Report Chief Data Officers: Evolve Your Teams To Accelerate Impact From Data Insights

    January 5, 2021 | Jennifer Belissent, PhD

    In many organizations, the chief data officer (CDO) role has evolved to become more of a chief insights officer with purview over both data and analytics. With a single role responsible for the...

  • Report Determine Your Data's Worth: Data Plus Use Equals Value

    Intermediate Level: Strategy Practices For Insights-Driven Businesses
    January 4, 2021 | Jennifer Belissent, PhD

    As the data economy heats up, the fear of being left behind leaves company execs in a cold sweat. Board members ask about data commercialization strategies, and the question that's top of mind for...

  • Report Multinational Firms Must Quickly Adapt To The UK's Divergence From EU Privacy Standards

    December 3, 2020 | Enza Iannopollo

    With Brexit negotiations coming to an end and a deal with the EU still out of sight, data protection matters are more uncertain than ever. Meanwhile, the UK data protection regulator is softening...

  • Report Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook
    November 13, 2020 | Fatemeh Khatibloo

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect...

  • Report How To Make Sense Of Martech Mayhem

    A Reference Guide To Help Assemble Your Martech Ecosystem
    October 19, 2020 | Rusty Warner

    B2C marketers must integrate enterprise marketing technology (martech) components from multiple vendors to assemble their own unique ecosystems. Working with enterprise marketing software suite...

  • Report Research Overview: Customer Analytics Technologies And Services

    Tools And Technology: The Customer Analytics Playbook
    September 30, 2020 | Brandon Purcell

    Customer analytics is the engine of a customer-centric, insights-driven business. To derive meaningful insights from data and take effective actions, customer insights (CI) leaders partner with...

  • Report Gauge Your Customer Analytics Maturity

    Assessment: The Customer Analytics Playbook
    September 14, 2020 | Brandon Purcell

    Customer analytics powers customer obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer...

  • Report Define Your CRM Plan

    Strategic Plan: The CRM Playbook
    August 28, 2020 | Kate Leggett

    To avoid wasting time and effort on ill-conceived CRM initiatives, organizations should keep a laser focus on creating business value. Sound planning for CRM requires application development and...

  • Report Guard Your Competitive Edge And Maintain Trust With Data Privacy And Security

    Executive Overview: The Data Security And Privacy Playbook
    August 21, 2020 | Amy DeMartine

    Data is the lifeblood of today's digital businesses. Sophisticated cybercriminals are determined to steal it, and employees can abuse it. IP theft erases competitive advantage, while privacy...

  • Report An Illustrated Guide To Collecting Zero-Party Data

    Use Microexperiences To Quickly And Easily Collect Rich Customer Attributes
    August 20, 2020 | Stephanie Liu

    Zero-party data (ZPD), or data that a consumer proactively and intentionally shares about herself, has always been a valuable source of customer insight. B2C marketers today are building a variety...

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