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  • Customer Intelligence

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  • For Customer Insights Professionals

    Report The Customer Insights Center Of Excellence

    Get Smarter By Knowing Your Options For Organizing
    May 20, 2016 | Cinny Little

    Customer insights (CI) pros struggle with how to keep maturing their capabilities and drive more actions from insights. How you organize can affect your success. This report lays out the upsides...

  • For B2C Marketing Professionals

    Report Three Must-Haves For Loyalty Strategy Success

    Processes: The Customer Loyalty Playbook
    May 17, 2016 | Emily Collins

    Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic...

  • For Application Development & Delivery Professionals

    Report Vendor Landscape: Digital Experience Platforms

    Three Classes Of Vendors Tackle The Multichannel Experience Mandate

    Application development and delivery (AD&D) professionals need an array of software to create and manage the digital experience (DX). They must evaluate, implement, integrate, and build front-end...

  • For Customer Experience Professionals

    Report How Companies Master Their Customer Experience Ecosystems

    Benchmarks: The Customer Experience Ecosystem Playbook
    May 11, 2016 | TJ Keitt

    The key to an excellent customer experience (CX) is a well-coordinated customer experience ecosystem. However, the complexity of this network of employees, partners, and customers makes...

  • For CIO Professionals

    Report The Top Technologies For Your Business Technology Agenda, 2016

    The Top Business Technologies To Win, Serve, And Retain Customers Along Every Step Of Their Journeys
    May 10, 2016 | Ted Schadler

    Customer-obsessed firms are customer-led and insights-driven. They move fast rather than perfectly, and they are connected to serve increasingly powerful customers. CIOs wield a critical asset: the...

  • For Customer Insights Professionals

    Report Advance Your Customer Analytics With Five Emerging Methods

    Continuous Improvement: The Customer Analytics Playbook
    May 4, 2016 | Brandon Purcell

    The customer analytics environment is morphing from traditional practices that rely on internally sourced, static customer data to practices that apply a predictive lens to externally sourced,...

  • For Customer Experience Professionals

    Report Brief: Learning From Three Early Adopters Of Customer Journey Analytics

    Companies use journey analytics to improve key customer journeys, evaluate opportunities for journey innovations, and boost retention, enrichment, and advocacy loyalty. Forrester conducted in-depth...

  • For B2B Marketing Professionals

    Report Benchmark Your B2B Content Marketing Strategy And Maturity

    Auditing Practices Better Connects Marketing Content To Business Results
    April 29, 2016 | Laura Ramos

    To understand how well B2B marketers produce and share content that creates interest, relevance, and relationships, we surveyed 113 senior marketers to gauge their content development...

  • For Customer Insights Professionals

    Report Turn Data Into Insights With Customer Analytics

    Executive Overview: The Customer Analytics Playbook

    The sheer scale and diversity of customer data provides rich new sources of insight, allowing firms to engage in novel ways and enable digital disruption of entire industries. Today, customer...

  • For B2C Marketing Professionals

    Report Maximize Walled Gardens Without Sacrificing Customer Intelligence

    Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity
    April 27, 2016 | Samantha Merlivat

    A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook...

  • For Enterprise Architecture Professionals

    Report Insight Platforms Accelerate Digital Transformation

    A New Class Of Software Makes It Easier To Turn Big Data Into Action
    April 27, 2016 | Brian Hopkins

    All of your business digital ambitions involve better analytics, but the complexity of managing big data and advanced analytics is driving down satisfaction, despite investment. Read this report to...

  • For Customer Insights Professionals

    Report TechRadar™: Digital Intelligence, Q2 2016

    Tools And Technology: The Digital Intelligence Playbook
    April 26, 2016 | James McCormick

    Digital intelligence technologies to track, understand, and optimize customer interactions across all digital touchpoints have evolved far beyond traditional web analytics. Vendors are constantly...

  • For B2C Marketing Professionals

    Report Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook
    April 20, 2016 | Rusty Warner

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and...

  • For Customer Experience Professionals

    Report Why Financial Services Firms Top Forrester's Customer Experience Index

    Forrester's CX Index benchmarks how effectively more than 900 brands across 18 industries in eight countries deliver experiences that strengthen loyalty. While the data shows plenty of room for...

  • For Customer Insights Professionals

    Report Data-Driven Decision-Making In Consumers' Everyday Lives

    A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data
    April 13, 2016 | Anjali Lai

    The age of the customer means that individuals have unprecedented amounts of information at their fingertips and new resources to inform every decision. With the constant rise of social media...

  • For B2C Marketing Professionals

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    April 11, 2016 | Richard Joyce

    This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...

  • For Application Development & Delivery Professionals

    Report Implement Effective Customer Service Metrics

    Benchmarks: The Contact Centers For Customer Service Playbook
    April 11, 2016 | Ian Jacobs

    Customer service managers can easily become distracted by the sheer volume of metrics available for tracking operational activities and fail to deliver on key business goals. To keep customer...

  • For B2C Marketing Professionals

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    April 8, 2016 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

  • For Customer Insights Professionals

    Report TechRadar™: Customer Analytics Methods, Q2 2016

    Road Map: The Customer Analytics Playbook

    Forrester has identified 15 key customer analytics methods that customer insights (CI) professionals must master. CI professionals are faced with tough decisions about which combination of methods...

  • For Customer Insights Professionals

    Report Instrument Your Business With Digitally Intelligent Measurement

    Performance Management: The Digital Intelligence Playbook
    April 4, 2016 | Cinny Little, James McCormick

    Customer insights (CI) professionals have a wealth of data resources and technology at their disposal to measure digital customer interactions. Yet many programs fail to capture a complete set of...

  • For B2C Marketing Professionals

    Report Use Analytics To Gauge Your Content Marketing Success

    Benchmarks: The Content Marketing Playbook
    April 1, 2016 | Laura Ramos

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about products and features to delivering valuable information that addresses...

  • For eBusiness & Channel Strategy Professionals

    Report The State Of The Digital Store

    Landscape: The Digital Store Playbook
    April 1, 2016 | Adam Silverman, Lily Varon

    The face of retail continues to change. In-store digital experimentation is well underway, and eBusiness executives have the technical know-how and an increasingly cross-functional view to lead...

  • For B2C Marketing Professionals

    Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    March 31, 2016 | Carlton A. Doty, Rusty Warner

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, B2C marketing pros must deliver self-perpetuating cycles...

  • For eBusiness & Channel Strategy Professionals

    Report Analyze This: Web Style Analytics Enters The Retail Store

    Performance Management: The Digital Store Playbook
    March 30, 2016 | Adam Silverman

    eBusiness leaders have a lot to offer retail store executives as they embark on injecting digital commerce technology into the physical store. Retail stores have been living in the analytical "dark...

  • For Customer Insights Professionals

    Report Deliver Superior Customer Experience With Digital Intelligence

    Executive Overview: The Digital Intelligence Playbook
    March 30, 2016 | James McCormick

    The backward-looking analysis of aggregated online customer interactions is not enough for firms to maximize the opportunity of digital customer interactions and to compete in the age of the...

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