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  • Marketing Metrics

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  • For B2C Marketing Professionals

    Report

    Report Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Performance Management: The Customer Loyalty Playbook
    January 25, 2017 | Emily Collins

    Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics...

  • 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 Context In Email Marketing Pays Off

    Performance Management: The Email Marketing Playbook
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we...

  • For B2C Marketing Professionals

    Report

    Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    November 7, 2016 | Rusty Warner, Shaheen Parks

    Enterprise marketing technologies promise to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a convincing...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Experience Platform Technologies, Q3 2016

    Landscape: The Digital Experience Delivery Playbook
    September 13, 2016 | Mark Grannan

    Organizations face an expanding ecosystem of technology supporting digital customer experiences, but they're falling behind on using the technology to provide great experiences. Application...

  • For B2C Marketing Professionals

    Report

    Report Marketers: Stop Using Vanity Metrics To Value Your Marketing

    Performance Management: The Marketing Measurement And Insights Playbook
    September 6, 2016 | Tina Moffett

    B2C marketers have a glut of metrics to help them determine marketing effectiveness. But more metrics don't necessarily mean better insights. Marketers must let go of vanity-based metrics — such as...

  • For CMO Professionals

    Report

    Report Vendor Landscape: The Emerging Revolution In Brand And Experience Measurement

    Tools And Technology: The Brand Experience Playbook
    July 5, 2016 | Michelle Moorehead

    With changing consumers and an expanding digital tool set, brand measurement is ready for a revolution. Forward-looking CMOs recognize this opportunity and are evolving their traditional tracking...

  • For Customer Insights Professionals

    Report

    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

    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 B2C Marketing Professionals

    Report

    Report The State Of Mobile Marketer Tactics: 2016

    Benchmarks: The Mobile Marketing Playbook
    March 21, 2016 | Thomas Husson

    Marketers can leverage many different tactics from native apps to responsive web design (RWD), augmented reality, or beacons to engage consumers. They often lack an understanding of how their peers...

  • For Application Development & Delivery Professionals

    Report

    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

    Report Use Marketing Dashboards To Uncover Customers' Behavior

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

    Customer insights (CI) professionals are tasked with measuring, analyzing, and optimizing marketing activities. But they struggle to find the right dashboard to share insights across the...

  • For B2C Marketing Professionals

    Report

    Report Pave The Path To Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    February 24, 2016 | Tina Moffett, Jim 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 B2C Marketing Professionals

    Report

    Report Benchmark Your Social Marketing Efforts

    February 17, 2016 | Erna Alfred Liousas

    This report details avid marketers' current and planned social media usage across 11 social networks, and their satisfaction with 10 social tactics. B2C marketers should use this benchmark report...

  • For B2C Marketing Professionals

    Report

    Report Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook
    January 21, 2016 | Thomas Husson

    Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. For some companies, including many in media, more than half of all visits come via mobile...

  • For B2C Marketing Professionals

    Report

    Report The Right Way To Measure Social Marketing

    September 24, 2015 | Nate Elliott

    Measurement remains social marketers' no. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than help it. This report explains the two...

  • For CMO Professionals

    Report

    Report Evaluate Marketing's Customer Life-Cycle Maturity

    Assessment: The Customer Life-Cycle Marketing Playbook
    July 17, 2015 | Sheryl Pattek

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand...

  • 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 Customer Insights Professionals

    Report

    Report The State Of Cross-Channel Attribution Technologies 2015

    Benchmarking Marketers' Cross-Channel Attribution Initiatives
    March 9, 2015 | Tina Moffett

    During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 71 customers about their cross-channel attribution efforts and their vendor partnerships....

  • For Customer Insights Professionals

    Report

    Report Adopt The Right Marketing Metrics To Measure Success

    February 24, 2015 | Tina Moffett

    The ultimate goal of cross-channel attribution measurement is to help marketers understand what's working and what isn't — by recalculating key performance indicators (KPIs) in a more accurate,...

  • For CMO Professionals

    Report

    Report Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook
    February 10, 2015 | Sarah Sikowitz

    To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at...

  • For CMO Professionals

    Report

    Report Wireless Brands Fail To Connect With Consumers

    Technographics® TRUE Brand Compass: Wireless
    January 8, 2015 | Tracy Stokes

    Wireless brands have traditionally locked in customers with long contracts. But the market is changing as brands like T-Mobile blow up these traditional business models to put the control in the...

  • For Customer Insights Professionals

    Report

    Report Use Cross-Channel Attribution To Understand Marketing Effectiveness

    December 18, 2014 | Tina Moffett

    Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using...

  • For B2C Marketing Professionals

    Report

    Report Evaluate Your Marketing Optimization Readiness

    September 18, 2014 | Jim Nail

    Marketers today face increasing customer power, rapid change in media consumption, and ever-greater pressure for marketing to be accountable for business impact. To respond to these new demands,...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Nestlé China Raises The Social Media Measurement Bar For Its Ice Cream Brands

    July 2, 2014 | Xiaofeng Wang

    Marketers in China are struggling to effectively measure their investments in social media. Most of them are still at the early-maturity stage of social media measurement — focusing on basic...

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