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• Report Research Overview: Emotion

  A Guide To Our Emotion-Related Research

  January 11, 2021 | Jim Nail, Sarah Dawson

  Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

• Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

  Vision: The Marketing Measurement And Insights Playbook

  January 5, 2021 | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

• Report The Financial Payback For Marketing Measurement

  Business Case: The Marketing Measurement And Insights Playbook

  August 28, 2020 | Jim Nail

  As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report Forrester Infographic: Unified Marketing Measurement Accelerates

  May 13, 2020 | Jim Nail

  Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing...

• Report The Forrester Streaming Media Wave™: US Apps, Q4 2019 (Updated Q2 2020)

  Netflix, Hulu, And Amazon Prime Set The Bar For Most New Entrants

  May 13, 2020 | Jim Nail, Andrew Hogan

  Competition for the time and dollars of US streaming service consumers is about to get intense. The recent entries of Apple TV+ and Disney+ and the impending launch of Warner Media's upgrade to HBO...

• Report Best Practices: US Streaming Media Apps

  Keep Viewers By Delivering A Great Experience

  March 19, 2020 | Jim Nail, Andrew Hogan

  Streaming media services will need to pair great content with an equally great experience if they want to earn customer loyalty amidst fierce competition in 2020. This report reveals the best...

• Report Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

  Roadmap: The Omnichannel Advertising Playbook

  February 3, 2020 | Joanna O'Connell, Jim Nail

  B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer...

• Report Spend On Marketing Performance Measurement Doubles By 2024

  Landscape: The Marketing Measurement And Insights Playbook

  January 23, 2020 | Jim Nail

  Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Against a background of firms embracing...

• Report Customer-Obsessed Marketing Demands Unified Measurement

  January 16, 2020 | Tina Moffett, Jim Nail

  Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

• Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020

  Tools And Technology: The Marketing Measurement And Insights Playbook

  January 16, 2020 | Jim Nail, Tina Moffett, Joe Stanhope

  In our 27-criteria evaluation of marketing measurement and optimization vendors, we identified the nine most significant ones — Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA, IRI, Marketing...

• Report Predictions 2020: B2C Marketing

  Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

  October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

  Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

• Report Predictions 2020: Media

  Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

  October 29, 2019 | Collin Colburn, Joanna O'Connell, Jim Nail

  2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

• Report New Corporate Values Require A New Kind Of Commitment

  Use Forrester's Assessment To Evaluate The Depth And Authenticity Of Commitment

  October 1, 2019 | Jim Nail, Renee Murphy, Salvatore Schiano

  In response to the rise of values-based consumers, more companies are moving beyond milquetoast corporate values to embrace moral, social, or even political values. With customers paying closer...

• Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

  Forrester's Overview Of 37 Marketing Measurement And Optimization Solution Providers

  September 25, 2019 | Tina Moffett, Jim Nail

  You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...

• Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019

  The 13 Providers That Matter Most And How They Stack Up

  August 29, 2019 | Joanna O'Connell, Jim Nail

  In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...

• Report Ignite Customer-Centric Thinking Companywide

  Advanced Level: Mindset Practices For Marketing Innovation

  July 26, 2019 | Laura Ramos, Jim Nail

  Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

• Report Three Steps To Modernize Marketing Thinking

  Beginner Level: Mindset Practices For Marketing Innovation

  May 13, 2019 | Jim Nail, Laura Ramos

  Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers'...

• Report Three Habits Increase Adoption Of A New Marketing Mindset

  Intermediate Level: Mindset Practices For Marketing Innovation

  May 7, 2019 | Jim Nail, Laura Ramos

  Becoming an innovative marketer will require more than just the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will...

• Report Sales Guarantees Creep Into TV Ad Buying

  Don't Assume Proving Sales Is The Holy Grail Of TV Measurement

  April 18, 2019 | Jim Nail, Arleen Chien

  With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...

• Report Changing Expectations Fuel Direct-To-Consumer Disruption

  Consumers Redefine Convenience, Quality, And Trust

  April 2, 2019 | Jim Nail, Anjali Lai

  A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...