Search Results

• 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 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 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 Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

  Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights

  July 22, 2020 | Ryan Skinner

  Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences,...

• Report Now Tech: Social Listening Platforms, Q3 2020

  Forrester's Overview Of 25 Social Listening Platform Providers

  July 9, 2020 | Jessica Liu

  You can use social listening platforms (SLPs) to measure brands' social media efforts, conduct market research, and propel product innovation. But to realize these benefits, you'll first have to...

• Report Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

  May 6, 2020 | Tina Moffett

  The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with...

• Report B2C Marketers Consider DIY Approaches To Hack Martech

  For The Technically Inclined, Building In-House Offers Tempting Benefits

  January 27, 2020 | Joe Stanhope

  The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a...

• Report Now Tech: Email Marketing Vendors, Q1 2020

  Forrester's Overview Of 34 Email Marketing Providers

  January 22, 2020 | Shar VanBoskirk

  You can use email marketing to create better brand experiences, establish customer relationships, and experiment. But to realize these benefits, you'll first have to select from a diverse set of...

• Report The Capabilities CDPs Need To Deliver Value For B2C Marketers

  January 16, 2020 | Joe Stanhope, Stephanie Liu

  The customer data platform (CDP) market continues to evolve, with one notable shift in the last year: Established marketing technology (martech) vendors, such as Adobe, Oracle, and Salesforce, have...

• 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 Q&A: The Privacy-Personalization Paradox

  Strike A Balance Without Losing Competitive Advantage Or Consumer Trust

  November 25, 2019 | Fatemeh Khatibloo

  Marketers today find themselves in a Catch-22. On the one hand, their customers want to be recognized and rewarded for their loyalty with better-tailored content and offers. On the other hand,...

• Report The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019

  The Nine Providers That Matter Most And How They Stack Up

  November 19, 2019 | Rusty Warner

  In our 40-criterion evaluation of cross-channel campaign management (independent platforms) providers, we identified the nine most significant ones — Cheetah Digital, Emarsys, Episerver, Evergage,...

• Report Build A Data Privacy Organization That Balances Marketing Innovation And Customer Expectations

  Organization: The Customer Trust And Privacy Playbook

  September 13, 2019 | Fatemeh Khatibloo, Heidi Shey, Enza Iannopollo

  How companies handle and protect consumer data privacy is more than a compliance issue: It's a competitive differentiator. As a result, firms need to develop a cohesive privacy strategy 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...

• Report The Forrester Wave™: Real-Time Interaction Management, Q1 2019

  The 12 Providers That Matter Most And How They Stack Up

  February 27, 2019 | Rusty Warner

  In our 33-criterion evaluation of real-time interaction management (RTIM) providers, we identified the 12 most significant ones — Adobe, Certona, Emarsys, FICO, IBM, Infor, Kitewheel, Pegasystems,...