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  • For B2B Marketing Professionals

    Report

    Report Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook
    November 16, 2017 | Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers...

  • For B2C Marketing Professionals

    Report

    Report Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 27, 2017 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers
    June 14, 2017 | Allison Snow, Laura Ramos

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines...

  • For B2C Marketing Professionals

    Report

    Report The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    June 1, 2017 | Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers in order to reward, recognize, and retain them. This report helps B2C marketing professionals make the case...

  • For B2C Marketing Professionals

    Report

    Report Collaborate With Finance To Prove Marketing's Business Value

    Align Goals To Ensure Marketing Continues To Contribute To The Bottom Line
    May 17, 2017 | Tina Moffett

    Competition, consumer choice, and innovation force firms to scrutinize key financial metrics to meet revenue goals and keep up with market demand. B2C marketers are now more accountable and must...

  • For B2C Marketing Professionals

    Report

    Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    April 13, 2017 | Rusty Warner, Shaheen Parks

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Document
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast report quantifies these problems and shows how we expect them to...

  • For B2C Marketing Professionals

    Report

    Report Marketing's Data-Driven Future Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    January 26, 2017 | Jim Nail, Tina Moffett

    Today's increasingly complex media environment means once reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

  • For B2C Marketing Professionals

    Report

    Report Five Keys To Unlock Additional Funding For Customer Loyalty

    January 11, 2017 | Emily Collins

    Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a...

  • For B2B Marketing Professionals

    Report

    Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    December 29, 2016 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

  • For B2C Marketing Professionals

    Report

    Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    December 23, 2016 | Jim Nail

    Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts,...

  • For B2C Marketing Professionals

    Report

    Report Brief: Don't Get Lost In The Point Solution Versus Full-Stack Ad Technology Debate

    Make Adtech Investments Based On Maturity And ROI
    August 23, 2016 | Richard Joyce

    Building your advertising technology (adtech) stack means debating whether point solutions or full-stack solutions work for you. But that is the wrong question. Instead of fretting over this...

  • For B2B Marketing Professionals

    Report

    Report Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook
    April 6, 2016 | Lori Wizdo

    A great number of benefits are forecast to build the L2RM business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern L2RM performance. This...

  • For Customer Insights Professionals

    Report

    Report Brief: Measure Your Mobile Marketing Performance

    Successful Chinese Firms Match Customers' Activities Across Mobile Campaigns
    March 25, 2016 | Gene Cao

    Mobile has become the most powerful channel for customer engagement and commerce in China; spending on mobile advertising is rising far faster than ad purchases on traditional media. Chinese...

  • For B2B Marketing Professionals

    Report

    Report Measure These Five Things To Continuously Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook
    March 23, 2016 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process...

  • For B2C Marketing Professionals

    Report

    Report Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    March 22, 2016 | Jennifer Wise, Thomas Husson

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

  • For B2C Marketing Professionals

    Report

    Report Maximize Media ROI With A Customer-Centric Approach

    March 15, 2016 | Susan Bidel, Richard Joyce

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

  • For B2C Marketing Professionals

    Report

    Report Amplify Your Social Media Business Case Beyond Marketing

    February 22, 2016 | Erna Alfred Liousas

    Social marketing's evolution is fast and furious. Unfortunately, B2C marketers aren't moving at the same speed when it comes to building viable social marketing business cases. These cases require...

  • For B2B Marketing Professionals

    Report

    Report Understanding The Performance Levers In Your Lead-To-Revenue System

    How To Get Better And Better At Revenue Performance Management
    January 15, 2016 | Lori Wizdo

    In study after study, B2B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. But, what do you do when the improvement trending stalls? Or what...

  • For Customer Insights Professionals

    Report

    Report Executive Q&A: What You Need To Know About Return On Marketing Investment

    April 17, 2015 | Tina Moffett

    Return on marketing investment (ROMI) measures the financial impact of your marketing investments. ROMI guides your future marketing strategy and planning to the ultimate goal of acquiring and...

  • For Marketing Leadership Professionals

    Report

    Report Getting The Green Light For Marketing Mix Optimization

    December 8, 2014 | Jim Nail, Samantha Merlivat

    Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints that...

  • For Marketing Leadership Professionals

    Report

    Report Mix Art And Science For Marketing Success

    November 21, 2014 | Nate Elliott, Jim Nail

    In the age of the customer, people have access to more media and information channels than ever before — and marketers are struggling to allocate budget effectively across channels and properly...

  • For Marketing Leadership Professionals

    Report

    Report Adopt A Staged Approach For Successful Marketing Optimization

    September 18, 2014 | Jim Nail

    Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps tame the flood of data from an increasingly fragmented media and marketing landscape,...

  • For CMO Professionals

    Report

    Report CMOs Must Prepare For Lead-To-Revenue Investments Now

    Balance People And Process To Fund L2RM
    August 19, 2014 | Laura Ramos

    This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why:...

  • For Customer Insights Professionals

    Report

    Report Forrester's Attribution ROI Calculator

    June 4, 2014 | Tina Moffett

    Cross-channel attribution measurement accurately allocates credit across different marketing tactics and media assets, resulting in quantifying the customer purchase path. This toolkit, part of...