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  • Database Marketing

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  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 | Steven Casey, Steven Wright

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • For CIO Professionals

    Report

    Report Data Commercialization: A CIO's Guide To Taking Data To Market

    The Data Economy Will Transform The CIO Role
    June 7, 2017 | Jennifer Belissent, Ph.D.

    Digital transformation fuels a thriving data economy. As companies have embraced all things digital, many have put their data to work internally to improve operational efficiency, service delivery,...

  • For B2B Marketing Professionals

    Report

    Report Give Sellers The Alignment Data They Need To Succeed

    Equip Sellers With Customer Insights To Engage And Close Faster
    June 7, 2016 | Steven Wright

    As B2B marketers seek to leverage external data at all phases of the buyer journey and the distinction between two categories of data providers — aggregators and enrichers — blurs, they need to...

  • For B2C Marketing Professionals

    Report

    Report Better Triggers, More Relevance

    How Interactive Marketers Must Make Digital Messaging More Engaging
    January 6, 2012 | Shar VanBoskirk

    As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But...

  • For Customer Insights Professionals

    Report

    Report To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

    November 2, 2011 | Robert Brosnan, Fatemeh Khatibloo

    As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

  • For Customer Insights Professionals

    Report

    Report US Database Marketing Service Providers: Alternatives To Consider

    July 13, 2011 | Fatemeh Khatibloo

    The database marketing service provider (MSP) market continues to evolve, with a variety of entrants competing for space. Forrester's recent evaluation, "The Forrester Wave™: US Database...

  • For Customer Experience Professionals

    Report

    Report Where To Find Help For Interactive Design Projects In Europe, 2011

    European Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities
    June 16, 2011 | Jonathan Browne

    Companies seeking agency partners in Europe find it challenging to identify the best agencies to meet their needs. To kick-start the vendor selection process, Forrester gathered self-reported data...

  • For Customer Insights Professionals

    Report

    Report What Customers Really Think About Their Database Marketing Service Providers

    May 16, 2011 | Dave Frankland

    In our recent study of database marketing service providers (MSPs), we found that MSPs exist in a diverse vendor ecosystem but enjoy significant customer loyalty. While most firms prioritize deep...

  • For Customer Insights Professionals

    Report

    Report Preparing For The Intelligent Enterprise: A Blueprint For Customer Intelligence Professionals

    Why Market Insights + Customer Intelligence = Competitive Advantage
    April 29, 2011 | Dave Frankland

    Despite an abundance of customer-related data, most companies still struggle to understand their customers — lacking the culture, process, technology, data, measurement framework, and...

  • For Customer Insights Professionals

    Report

    Report Preparing For The Intelligent Enterprise: A Blueprint For Market Insights Professionals

    Why Market Insights + Customer Intelligence = Competitive Advantage
    April 29, 2011 | Tamara Barber

    Companies now have more data on their customers than ever before, from surveys to social media, web analytics, and transactional data. However, most firms lack the structure and process to...

  • For B2C Marketing Professionals

    Report

    Report Remarketing Done Right

    Maximize Display Effectiveness By Optimizing Your Approach
    March 11, 2011 | Joanna O'Connell

    New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: US Database Marketing Service Providers, Q1 2011

    Epsilon, KBM Group, And Targetbase Lead A Strong Chasing Pack
    January 12, 2011 | Dave Frankland

    In Forrester's 90-criteria evaluation of US database marketing service providers (MSPs), we found that Epsilon, KBM Group, and Targetbase led the pack because of their analytical and strategic...

  • For Customer Insights Professionals

    Report

    Report Trends In Cross-Channel Campaign Management

    Emerging Channels Outpace Existing Solutions
    April 14, 2010 | Suresh Vittal

    We recently surveyed 167 marketers using cross-channel campaign management (CCCM) solutions about their marketing programs and preferences. Users are generally satisfied with their cross-channel...

  • For Application Development & Delivery Professionals

    Report

    Report Trends 2010: Customer Relationship Management

    Eleven Trends Shape CRM Technology Adoption Agendas
    February 9, 2010 | William Band

    As the economy recovers, what are the key trends that will drive customer relationship management (CRM) strategies and technology adoption in 2010? Business and IT professionals who support...

  • For Customer Insights Professionals

    Report

    Report The Privacy Exchange Disconnect

    Marketers Must Show Value For Consumer Information
    November 16, 2009 | Dave Frankland

    Consumers and marketers have contradictory impressions of the value marketers provide in exchange for the consumer data they collect. Marketers claim they deliver more relevant products, services,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report eBusiness Professionals: Plan Your Customer Intelligence Strategy Now

    How To Develop A Focused Customer-Centric Approach
    November 16, 2009 | Brian K. Walker

    The importance of eBusiness professionals to the customer intelligence (CI) effort is clear. As owners of the online profit and loss (P&L), they must align with the CI command center to drive a...

  • For Customer Insights Professionals

    Report

    Report The Intelligent Approach To Customer Intelligence

    A Framework For Turning Customer Data Into Smart Business Strategy
    October 16, 2009 | Dave Frankland

    Marketers who measure the impact of their Customer Intelligence (CI) say that it not only boosts campaign-specific metrics but also improves customer acquisition, retention, and satisfaction, as...

  • For Customer Insights Professionals

    Report

    Report SMB Marketing Technology Adoption

    Findings From Our Q3 2008 Direct And Database Marketing Panel Data
    May 22, 2009 | Suresh Vittal

    Forrester surveyed 224 direct marketers in Q3 2008 about their technology adoption plans. This report drills into the technology adoption trends of our small and medium-size business (SMB)...

  • For Customer Insights Professionals

    Report

    Report How UK Firms Use Database Marketing Services

    May 14, 2009 | Dave Frankland

    We surveyed 88 UK marketers who outsource database marketing services about their outsourcing habits and preferences. Most turn to service providers for database, analytics, and measurement but...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

    No Outright Leader Within A Fragmented Market
    May 14, 2009 | Dave Frankland

    For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to...

  • For Customer Experience Professionals

    Report

    Report Where To Find Help For Web Design Projects, 2009

    North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities
    May 8, 2009 | Vidya L. Drego

    Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still...

  • For Customer Insights Professionals

    Report

    Report Understanding The Marketing And IT Relationship

    March 31, 2009 | Suresh Vittal, Jennifer Joseph McGann

    Forrester surveyed 224 direct marketers to understand how relations with internal and external partners affect technology adoption. Across the board, marketers recognize the need to improve...

  • For Customer Insights Professionals

    Report

    Report Case Study: First Tennessee Bank Elevates Customer Insight To The C-Suite

    March 3, 2009 | Dave Frankland

    First Tennessee Bank leverages insight from its marketing and customer analytics team throughout its business. However, five years ago, the team had limited intelligence on its customers and...

  • For Customer Insights Professionals

    Report

    Report What's Your Web Data Integration Strategy?

    Marketing Data Reveals Better Insight With Integration
    February 19, 2009 | John Lovett

    Customer data is perpetually amassing for marketers with each new campaign, Web site visit, and email delivered, thus creating unprecedented stores of Web data. This information is often siloed...

  • For Customer Insights Professionals

    Report

    Report How Direct Marketers Can Weather The Economic Storm

    February 11, 2009 | Dave Frankland

    In June, we surveyed 84 direct and database marketers about their spending plans for the next three years and probed about how an economic slowdown might affect their planned spending. What did we...