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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • 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

    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...

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