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  • For B2B Marketing Professionals

    Report

    Report The Top Emerging Technologies For B2B Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Steven Casey, Mary Pilecki

    A new crop of emerging technologies and the solutions that they power stand poised to unleash a new cycle of rising expectations from buyers, changing behaviors, and disruption. Stakes are high....

  • For B2C Marketing Professionals

    Report

    Report Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook
    January 31, 2017 | Tina Moffett

    B2C marketers struggle with measurement because of the influx of data caused by constant customer connectivity. As a result, marketers fall back on elementary last-touch measurement approaches....

  • For B2C Marketing Professionals

    Report

    Report The Hidden Power Of Mobile

    Link Mobile And Offline To Advance Your Marketing Strategy
    November 29, 2016 | Thomas Husson

    Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer...

  • For B2C Marketing Professionals

    Report

    Report Brief: Drive Programmatic Action With Multitouch Attribution Data

    Executing Smarter Digital Media Buys
    October 26, 2016 | Richard Joyce

    The increasingly complex digital media environment has made understanding the success of even trackable campaigns difficult for marketers. As a result, B2C marketers often rely on single points of...

  • For B2C Marketing Professionals

    Report

    Report Measurement Is A Digital Media Buyer's Best Friend

    Performance Management: The Digital Media Buying Playbook
    August 31, 2016 | Susan Bidel, Richard Joyce

    In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of every...

  • For B2C Marketing Professionals

    Report

    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 eBusiness & Channel Strategy Professionals

    Report

    Report It's Only The First Inning Of Omnichannel Retail

    Vision: The Omnichannel Commerce Playbook
    February 11, 2016 | Sucharita Mulpuru

    Omnichannel retail is still in its early days. Most eBusiness leaders who are investing in "omnichannel" are typically looking to fulfillment tactics like "endless aisle" in stores and in-store...

  • For Customer Insights Professionals

    Report

    Report Fuel High-Performance Marketing With Modern Measurement Mechanics

    August 10, 2015 | Tina Moffett

    Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle
    June 4, 2015 | Jennifer Wise

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

  • For Customer Insights Professionals

    Report

    Report Brief: Customize Your Cross-Channel Attribution Technology RFP

    March 24, 2015 | Tina Moffett

    Forrester frequently takes inquiries about cross-channel attribution technology capabilities, the vendor landscape, and key considerations for vendor selection. We've found that customer insights...

  • 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 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 eBusiness & Channel Strategy Professionals

    Report

    Report Use Analytics To Build Mobile Advantage

    December 11, 2014 | Julie A. Ask

    Consumer expectations have shifted. As a result of their perpetual mobile connections, consumers have experienced what Forrester calls a mobile mind shift: the expectation that they can get...

  • For B2C Marketing Professionals

    Report

    Report Ad Fraud: Tackle Digital Ads' Dirty Little Secret And Make Money In The Process

    Publishers That Deliver Transparent And Fraud-Free Ad Inventory Environments See Greater Advertisers' Investments
    November 11, 2014 | Susan Bidel

    Even the Interactive Advertising Bureau (IAB) admits there is a significant level of fraud in the digital advertising ecosystem. It exists in display, mobile, and video. Brand marketers, who...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

    The Eight Providers That Matter Most And How They Stack Up
    November 7, 2014 | Tina Moffett

    In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report TechRadar™: Retail Analytics Q3, 2014

    The Best Solutions Already Have Broad Adoption
    October 24, 2014 | Sucharita Mulpuru, Brendan Witcher

    As retailers look to become customer-obsessed in the age of the customer — through personalization 2.0, a single view of the customer, big data processing, and omnichannel engagement —...

  • For Customer Insights Professionals

    Report

    Report Innovate To Become Attribution Masters

    September 2, 2014 | Tina Moffett

    Cross-channel attribution advances traditional marketing performance measurement approaches by connecting and accurately measuring different interaction points across marketing tactics, channels,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The State Of Retailing Online 2014: Marketing

    August 22, 2014 | Sucharita Mulpuru

    This latest report in our series using data from The State Of Retailing Online, a Shop.org study conducted by Forrester Research, covers interactive marketing benchmarks for online retailers. More...

  • For B2C Marketing Professionals

    Report

    Report Mix Optimization Takes Over Planning

    July 8, 2014 | Jim Nail

    Forrester's reports on marketing mix optimization have charted a course toward a data-driven, scientific approach to marketing, supported by more-fluid adaptive processes, that addresses consumers...

  • 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...

  • For Customer Insights Professionals

    Report

    Report Measure The Impact Of Cross-Channel Attribution

    June 4, 2014 | Tina Moffett

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail
    May 9, 2014 | Tina Moffett, Susan Bidel

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in...

  • For Customer Insights Professionals

    Report

    Report Quick Take: Google Acquires Adometry

    Google Acknowledges The Significance Of Measuring The Customer Purchase Path
    May 8, 2014 | Tina Moffett

    On May 6, 2014, Google announced its intent to acquire Adometry, a software-as-a-service (SaaS) cross-channel attribution provider focused on providing deeper insights to marketing and media...

  • For Customer Insights Professionals

    Report

    Report Decipher The Digital Intelligence Technology Code

    Understand The Digital Intelligence Stack
    April 3, 2014 | James McCormick

    Delivering on the vision of digital intelligence requires a strong technology commitment to support broad data, analysis, and action requirements. But many organizations fail to develop a...

  • For Customer Insights Professionals

    Report

    Report Quick Take: Google Attribution Improves, But Not Enough

    Google's New Tool Is A Step Toward Understanding Customer Journeys
    October 9, 2013 | Jason McNellis, Tina Moffett

    Forrester recently attended the 2013 Google Analytics Summit (GA Summit) in Mountain View, California. Following the August announcement of its new Data-Driven Attribution (DDA) tool, Google took...