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  • Report Intelligent Creativity Energizes Marketing Productivity

    Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation
    March 1, 2021 | Jay Pattisall

    Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently...

  • 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 Now Tech: Cross-Channel Campaign Management, Q1 2021

    Forrester's Overview Of 42 Cross-Channel Campaign Management Providers
    February 22, 2021 | Rusty Warner

    You can use cross-channel campaign management (CCCM) solutions to better understand your customers, orchestrate digital and offline customer experiences, and propel your brand strategy from...

  • Report Firms With Advanced Marketing Teams Grow Faster And Focus On People

    Landscape: The Experience-Led Marketing Playbook
    February 22, 2021 | Mary Pilecki

    Using data from the Forrester Analytics Business Technographics® Marketing Survey, 2020, which assessed the marketing innovation maturity of firms around the world, this report offers CMOs insights...

  • Report Increase Engagement With A Customer-Centric Loyalty Program Refresh

    Case Study: How PCC Community Markets Deployed An Enterprisewide Approach To Loyalty
    February 19, 2021 | Emily Collins, Sarah Dawson

    Earning customer loyalty demands more than implementing a rewards program. Seattle-based PCC Community Markets (PCC), the largest community-owned food market in the US, used an enterprisewide...

  • Report Assess The Strength Of Your Marketing And CX Alliance

    Assessment: The Experience-Led Marketing Playbook
    February 18, 2021 | Emily Collins

    The quest for customer engagement has left marketers with mountains of data, bloated martech stacks, and distraught customers. With trust, privacy, and choice now driving buying decisions,...

  • Report The Forrester Tech Tide™: Sales Technologies, Q1 2021

    15 Technologies That Underpin Sales
    February 16, 2021 | Mary Shea, PhD

    Sales technologies are increasingly critical to firms' ability to win, serve, and retain customers. To accelerate revenue performance, companies are evaluating and adopting a range of contributing...

  • Report How To Build A Martech Reference Architecture For Banking

    February 16, 2021 | Rusty Warner

    Marketing technology (martech) ecosystems in the banking industry are more complex than those within other vertical sectors due to requisite enterprise integration, mandatory regulatory compliance,...

  • 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 Now Tech: Cross-Channel Campaign Management In Asia Pacific, Q1 2021

    Forrester's Overview Of 27 Cross-Channel Campaign Management Providers
    February 4, 2021 | Xiaofeng Wang

    B2C marketers can use cross-channel campaign management (CCCM) offerings to better understand customers, orchestrate outbound interactions across touchpoints, and deliver contextually relevant...

  • 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 Omnichannel Advertising Delivers Positive ROI

    Business Case: The Omnichannel Advertising Playbook
    January 27, 2021 | Joanna O'Connell, Corey McNair

    Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and the difficulty directly attributing financial...

  • Report Choose The Optimal Type Of AR Program To Drive Your Firm's Business Results

    Business Case: The Industry Analyst Relations Playbook
    January 26, 2021 | Kevin Lucas

    Analyst relations (AR) novices think that there's a one-size-fits-all AR program that they can copy. For example, if they're short on money, staff, and knowledge, churning out a briefing program to...

  • Report Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook
    January 26, 2021 | Kevin Lucas

    Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and...

  • 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 A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

  • Report Prioritize The Tech That Paves The Path To People-First Marketing

    Tools And Technology: The Experience-Led Marketing Playbook
    January 12, 2021 | Stephanie Liu

    CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

  • Report Now Tech: AI Consultancies In Asia Pacific, Q1 2021

    Forrester's Overview Of 23 AI Service Providers In Asia Pacific
    January 12, 2021 | Achim Granzen

    You can use AI consultancies to determine the business objectives for AI, scale and progress AI from proof of concept to production, and set up AI operations and governance frameworks. But to...

  • Report Now Tech: B2B Marketing Data Providers, Q1 2021

    Forrester's Overview Of 36 B2B Marketing Data Providers
    January 11, 2021 | Steven Casey

    You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

  • Report Build Brand To Create Value

    Business Case: The Brand Experience Playbook
    January 6, 2021 | Dipanjan Chatterjee

    Marketing leaders must invest in brand to become customer obsessed. Use our presentation template in this tool to pitch the business case for brand and help your organization win, serve, and retain...

  • 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 Maximize Business And Career Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook
    December 18, 2020 | Kevin Lucas

    Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to...

  • 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 Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook
    December 1, 2020 | Kevin Lucas

    Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their...

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