Search Results

• Webinar Marketing Measurement: Better ROI Today, Deeper Insight Tomorrow

  Tuesday, February 9, 2021, 1:00 p.m.-1:40 p.m. Eastern time (18:00-18:40 GMT) | 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...

• Webinar Listen Up: Use Podcasts To Engage Customers And Reach New Audiences

  Tuesday, January 19, 2021, 11:00 a.m.-12:00 p.m. Eastern time (16:00-17:00 GMT) | Collin Colburn, Sarah Dawson

  For marketers looking to connect with customers in new and trendy channels, podcasts may be a natural choice. But podcasts are a unique channel, and they require specific consideration before...

• 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 Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

  Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy

  January 4, 2021 | Ryan Skinner

  Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

• Report Marketing Measurement Morphs Into Insight-Driven Marketing

  Executive Overview: The Marketing Measurement And Insights Playbook

  December 18, 2020 | Tina Moffett

  Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

• Report The Future Of Enterprise Marketing Technology

  Vision: The Enterprise Marketing Technology Playbook

  November 25, 2020 | Joe Stanhope, Rusty Warner

  Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

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  Webinar Advertising Predictions 2021

  November 24, 2020 | Joanna O'Connell, Sarah Dawson

  2021 will be a year of transformation for the advertising industry. As impending privacy restrictions, the specter of total third-party cookie deprecation, and rising expectations of values-based...

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  Playbook The Omnichannel Advertising Playbook For 2021

  Create An Omnichannel Advertising Strategy Centered On Customer Experience

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

  Read more of the Executive Overview >
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  Webinar Deconstructing The Forrester Wave™: Social Listening Platforms, Q4 2020

  November 17, 2020 | Jessica Liu, Sarah Dawson

  Social listening platforms' value extends beyond the marketing department to public relations, consumer insights, market research, customer service, and product teams. Brands can apply social...

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  Webinar B2C Marketing Predictions 2021

  The Five Predictions B2C Marketers Must Have On Their Radar For 2021

  November 2, 2020 | Stephanie Liu, David Novitzky

  2020 was a challenging year for B2C marketers, who faced a pandemic and data limitations. As marketers turn their attention to 2021, Forrester has 5 predictions on why marketers will shift to...

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  Webinar Vast, Fast, And Relentless: Consumers And The Future Of Buying

  October 22, 2020 | Sucharita Kodali, Anjali Lai

  The ways in which consumers buy products and services have been in a constant state of change over the past decade, and there are no signs of it slowing down. To survive, B2C firms must constantly...

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  Webinar Sharpen Your Customer Acquisition By Learning From Fast-Growing DTC Startups

  October 7, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) startups may still be small, but they’re grabbing much of the growth in sector after sector. Their acquisition practices provide a number of best practices for larger...

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  Webinar Picking A Mobile Engagement Automation Vendor: Lessons From The Forrester Wave™

  September 17, 2020 | Stephanie Liu

  Considering a mobile engagement automation (MEA) solution? This category of tools enables brands to build personalized mobile messages, whether those are push notifications, in-app messages, SMS,...

• 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...

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  Webinar How To Ask Customers To Share Data: A Guide To Zero-Party Data

  August 26, 2020 | Stephanie Liu

  All marketers want to deliver personalized content and experiences, but the reality is they often use stale or inaccurate data to make decisions about what customers want. Privacy regulations and...

• 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 Applying The Forrester Wave™: Adobe Implementation Services, Q2 2020 To Asia Pacific

  Identify The Right Adobe Service Provider For Your Business

  July 31, 2020 | Xiaofeng Wang

  In June 2020, we published a Forrester Wave™ evaluation of Adobe implementation services. We used 24 criteria to evaluate 12 service providers globally. In this report, we compile the additional...

• 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 Case Study Bonanza Of Adobe Implementations

  July 29, 2020 | Xiaofeng Wang, Ted Schadler

  Adobe is one of the most important digital experience platforms, but it doesn’t work out of the box. Any marketing, commerce, or experience pro will want to find the best implementation partner; it...

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  Webinar Your Adobe Success Or Failure Depends On Picking The Right Service Provider

  Key Takeaways From "The Forrester Wave™: Adobe Implementation Services, Q2 2020"

  July 29, 2020 | Xiaofeng Wang, Ted Schadler

  Adobe offers an expansive portfolio of marketing and commerce software. But turning the raw materials into a differentiated customer experience is very difficult. The key to success lies in...

• Report Mobile Advertising Trends To Watch

  Take Steps To Prepare Your Strategies Today

  July 20, 2020 | Collin Colburn

  Mobile has drastically changed modern marketing. Mobile is the consumer's primary and preferred device. And marketers are moving spend to mobile in droves. Read this report to understand how mobile...

• Report Marketers' Options Improve As Social Marketing Technologies Converge

  Tools And Technology: The Social Marketing Playbook

  July 17, 2020 | Jessica Liu, Melissa Parrish

  B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

• 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 How To Partner With Early-Stage Martech Providers

  The Risks And Rewards Of Working With Emerging Vendors

  July 7, 2020 | Joe Stanhope, Sarah Dawson

  Early-stage marketing technology (martech) vendors can deliver marketers unique benefits including differentiated solutions, access to new technology, and influence over future product development....