Search Results

• Report Research Overview: Personalization

  A Guide To Our Personalization-Related Research

  December 11, 2020 | Rusty Warner, David Novitzky

  B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges...

• Report The ROI Of Privacy

  Business Case: The Customer Trust And Privacy Playbook

  November 30, 2020 | Fatemeh Khatibloo, Reggie Lau

  Organizations have traditionally focused investment and resources on preventing data breaches, but consumers are growing more aware of privacy breaches and creepy experiences. B2C marketers must...

• 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 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 Vast, Fast, And Relentless: Consumer Buying Enters A New Era

  What B2C Businesses Need To Know To Survive And Thrive In The Next Decade

  August 11, 2020 | Sucharita Kodali, Anjali Lai, Joe Stanhope

  It won't be news to anyone that consumers are more empowered than ever, but it's hard to pin down in precisely what ways they're empowered and how that changes the way businesses must serve them....

• Report Marketers: Rate Your Customer Privacy Proficiency

  Assessment: The Customer Trust And Privacy Playbook

  July 28, 2020 | Fatemeh Khatibloo

  For better or worse, many modern marketing tactics represent an enormous privacy and security risk to your organization. That means B2C marketers need to develop privacy awareness, build privacy...

• 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 Modern Privacy Laws Change The Paradigm For Marketing And Advertising

  Roadmap: The Customer Trust And Privacy Playbook

  February 19, 2020 | Fatemeh Khatibloo

  The General Data Protection Regulation (GDPR) has changed how B2C marketers and advertisers operate in the European Union (EU). But more privacy regulations are in play, from the US to Japan, all...

• Report The Capabilities Marketers Need To Build A Strategic Privacy Function

  Tools And Technology: The Customer Trust And Privacy Playbook

  February 7, 2020 | Fatemeh Khatibloo

  Managing customer privacy is increasingly critical to firms' ability to win, retain, and serve their customers. To help firms meet customer and regulator expectations, B2C marketers and their peers...

• Report Use Personalization To Drive Loyalty And Customer Obsession

  January 28, 2020 | Emily Collins

  The personalization imperative for loyalty is clear: Companies that can't meet customer expectations for relevance and value risk losing their customers to brands that can deliver. But it's hard to...

• Report Privacy In 2019: The Year In Review

  What B2C Marketers Need To Know About The Privacy Climate

  January 22, 2020 | Fatemeh Khatibloo, Stephanie Liu

  2019 was a significant year in the privacy field. The General Data Protection Regulation (GDPR) hit its first anniversary, California passed seven amendments to the California Consumer Privacy Act...

• 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 Predictions 2020: Privacy And Data Ethics

  Marketers Fight To Retain Access To Consumer Data As Regional Regulations Make A Global Impact In Courtrooms And Boardrooms

  October 30, 2019 | Fatemeh Khatibloo, Heidi Shey, Enza Iannopollo

  2020 is poised to be the "year of the privacy regulator." As a result, privacy and data ethics will rightfully take their place on the boardroom agenda. This report lays out Forrester's five...

• Report Understand Your Customers To Build Trust: Forrester's 2019 Consumer Privacy Segmentation

  Landscape: The Customer Trust And Privacy Playbook

  September 20, 2019 | Fatemeh Khatibloo, Stephanie Liu

  As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their...

• 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 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 Decentralized Digital Identity: A Primer For B2C Marketers

  Why Bring-Your-Own-Identity Is A Trend To Watch

  June 14, 2019 | Fatemeh Khatibloo, Martha Bennett, Andras Cser

  Your identity is more than the standard information on your driver's license or social security card. It also encompasses how you interact with brands, what you know, how you share elements of your...

• 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 Build A Road Map For Personal Identity And Data Management

  March 8, 2019 | Fatemeh Khatibloo

  The era of personal identity and data management (PIDM) is here, spurred by increasingly privacy-aware consumers, new privacy regulations, and a crop of Silicon Valley advocates for data ethics. To...

• 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...