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

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report The State Of Marketing Innovation Maturity, 2020

  Benchmarks: The Marketing Innovation Playbook

  February 4, 2020 | Mary Pilecki

  Using data from the Forrester Analytics Global Business Technographics® Marketing Survey, 2019, this report provides CMOs with a benchmark of the marketing innovation maturity of firms around the...

• Report Marketing Insights Are The Engine For Customer Obsession

  Intermediate Level: Insights Practices For Marketing Innovation

  September 13, 2019 | Mary Pilecki

  Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common...

• Report Research Round-Up: Data For Marketing

  August 26, 2019 | Mary Pilecki, Stephanie Liu

  Marketing has been a story of eras: from the mass marketing era to direct marketing to digital marketing and, now, data-driven marketing. But applying data to improve marketing is easier said than...