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The Customer Analytics Playbook For 2016

Turn Data Into Insights With Customer Analytics

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...

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  • 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 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 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 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 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 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...

  • For B2C Marketing Professionals

    Report Follow 10 Steps To Successful Social Intelligence Measurement

    Performance Management: The Social Intelligence Playbook
    March 24, 2016 | Samantha Ngo

    The speed, size, and complexity of social media data trap most companies into chasing yesterday's online buzz while seldom proactively analyzing its content. Because social data generates rich...

  • For CIO Professionals

    Report Turn Data Monotony Into Data Mastery: Cultivate An Insights-Driven Culture

    A RoleView Report Using Forrester's Technographics® 360 Methodology

    Employees worldwide constantly engage with data, and they perceive it to be central to their daily work. Their companies urgently execute on data-driven strategies in a race for better and faster...

  • For B2C Marketing Professionals

    Report Brief: How To Make Social Media Data Actionable

    Processes: The Social Intelligence Playbook
    March 23, 2016 | Samantha Ngo

    Social media provides B2C marketing professionals with a wealth of customer data, an invaluable resource for competing in the age of the customer. Forrester created a framework that helps marketers...

  • For Enterprise Architecture Professionals

    Report A Technology Guide To Turn Data Into Customer-Obsessed Action

    Leverage Forrester's Data, Analytics, And Insight-To-Action Technology Research To Become Customer-Obsessed
    March 17, 2016 | Brian Hopkins

    All the market noise about data and analytics misses an important idea — your business cares about changing outcomes, and data and analytics are simply a means to that end. But knowing what type of...

  • For eBusiness & Channel Strategy Professionals

    Report 20 Startups All Retail eBusiness Executives Should Know In 2016

    March 9, 2016 | Sucharita Mulpuru

    Retail eBusiness executives are constantly bombarded with technology companies offering new and differentiated solutions. To answer the question "Which companies in retail are most interesting?" we...

  • For Application Development & Delivery Professionals

    Report Boost Customer Insights With Actionable Marketing Dashboards

    A Practical Guide For Technology And Business Professionals To Collaboratively Build Effective Marketing Dashboards
    March 7, 2016 | Boris Evelson, Tina Moffett

    In this report, application development and delivery (AD&D) pros will learn about the strategies, goals, objectives, and challenges that their customer insights (CI) colleagues face when defining...

  • For Customer Insights Professionals

    Report The Forrester Wave™: Customer Analytics Solutions, Q1 2016

    The 11 Providers That Matter Most And How They Stack Up
    March 7, 2016 | Brandon Purcell

    In our 33-criteria evaluation of customer analytics vendors, we identified the 11 most significant software providers in this category — Adobe, AgilOne, Alteryx, Angoss, FICO, IBM, Manthan, Pitney...

  • For eBusiness & Channel Strategy Professionals

    Report The Retail eCommerce Metrics That Matter

    Performance Management: The Retail eCommerce Playbook
    March 3, 2016 | Sucharita Mulpuru

    To achieve key business goals — such as increasing retail sales both online and offline — retail eCommerce executives need to ensure that they have the right metrics in place. These metrics should...

  • For B2C Marketing Professionals

    Report The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016

    The 12 Providers That Matter Most And How They Stack Up
    March 2, 2016 | Samantha Ngo, Mary Pilecki

    In our 30-criteria evaluation of enterprise social listening platform providers, we identified the 12 most significant ones — Brandwatch, Cision, Clarabridge, Crimson Hexagon, NetBase,...

  • For B2C Marketing Professionals

    Report Pave The Path To Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    February 24, 2016 | Tina Moffett, James Nail

    Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...

  • For Customer Insights Professionals

    Report Deciphering A Fragmented Customer Analytics Ecosystem

    Tools And Technology: The Customer Analytics Playbook
    February 24, 2016 | Srividya Sridharan, Brandon Purcell

    With the increased focus on insights-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently...

  • For Customer Insights Professionals

    Report Four Levels Of Effective Analytics Planning

    Strategic Plan: The Customer Analytics Playbook
    February 24, 2016 | Brandon Purcell

    Customer insights (CI) professionals must build customer analytics capabilities that help companies win, serve, and retain increasingly empowered customers. To do this, they need to develop a...

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