Search Results

• Report The New Privacy: It's All About Context

  Vision: The Customer Trust And Privacy Playbook

  February 26, 2021 | Fatemeh Khatibloo

  In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer trust. Context is key —...

• 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 Get Your Data Deprecation Plan Together

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

  February 1, 2021 | Tina Moffett, Fatemeh Khatibloo, Joanna O'Connell

  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 Marketers Versus Customers: Opposing Forces Erupt

  Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith

  January 20, 2021 | Melissa Parrish

  Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

• 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...

• Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

  Vision: The Omnichannel Advertising Playbook

  April 7, 2020 | Joanna O'Connell, Sarah Dawson

  In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...

• Report New Tech: Decentralized Digital Identity (DDID), Q1 2020

  Forrester's Landscape Overview Of 21 Providers

  January 2, 2020 | Andras Cser, Fatemeh Khatibloo

  Today's digital identity frameworks are centralized, suffer from a lack of trust, aren't portable, and don't give consumers control. As the boundary between physical and digital interactions...

• Report Build A Brand That's Ready For Voice

  The CMO's Guide To Voice Experience

  December 30, 2019 | Dipanjan Chatterjee

  As voice becomes pervasive in brand experience, marketers must build a brand that's ready to embrace it. In our research, we tested brand interactions in six categories, five brands, and with over...

• Report Predictions 2020: Europe

  Europe Will Deliver Regulatory Leadership Amid Uncertainty

  November 4, 2019 | Martha Bennett, Dan Bieler, Thomas Husson

  In 2020, European firms will grapple with increased volatility on both the economic and geopolitical fronts, and Germany's industrial firms, Digital China, and regulators will capitalize on the...

• Report Give Your Brand A Voice — Literally

  August 12, 2019 | Dipanjan Chatterjee

  Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

• Report Email Deliverability's Higher Calling

  Deliverability Fundamentals Improve Customer Relationships

  August 5, 2019 | Shar VanBoskirk

  Deliverability has resurfaced as a tactical concern for email marketers because of new regulations and ISP upgrades. For smooth sailing into the inbox, B2C marketers should ace the basics and use...

• Report Facebook, Inc.'s Scandals Will Not Doom The Company

  Regulation Will Only Strengthen It In The Short Term

  June 19, 2019 | Jessica Liu

  2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...

• Report The Forrester Wave™: Data Management Platforms, Q2 2019

  The Seven Providers That Matter Most And How They Stack Up

  June 13, 2019 | Tina Moffett, Arleen Chien

  In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...

• Report Second-Party Data Powers Customer-Focused Advertising

  Another Marketer's First-Party Data Complements And Extends Yours

  March 8, 2019 | Joanna O'Connell, Susan Bidel

  In the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these...