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  • Social Intelligence

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  • For B2C Marketing Professionals

    Report

    Report You've Got Options When It Comes To Social Listening

    Find Social Listening Capabilities Across Diverse Technologies
    March 30, 2017 | Erna Alfred Liousas, Samantha Ngo

    In "The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016," we covered the top 12 social listening providers. But social listening capabilities — using social media conversations to...

  • For B2C Marketing Professionals

    Report

    Report Balance Global And Local Needs With A Social Intelligence Center Of Excellence

    February 17, 2017 | Samantha Ngo, Cinny Little

    B2C marketers rely on social insights to help them understand their local customers' needs, preferences, affinities, and behaviors. But multinational companies need to balance the universal...

  • For B2C Marketing Professionals

    Report

    Report Brief: Enterprise Social Listening Best Practices In Asia Pacific

    How Advanced Firms Apply Social Intelligence To Drive Marketing Success
    June 9, 2016 | Clement Teo

    B2C marketing professionals in Asia Pacific apply social listening mainly as a tactic within the confines of reputation monitoring and competitive intelligence. While this approach served them well...

  • For B2C Marketing Professionals

    Report

    Report Follow 10 Steps To Successful Social Intelligence Measurement

    Use Business Metrics To Demonstrate Business Value
    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

    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

    Report How To Make Social Media Data Actionable

    Review The Four P's To Build Social Intelligence At Scale
    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 B2C Marketing Professionals

    Report

    Report Drive Toward Social Intelligence Maturity

    Follow The Four P's To Plan Your Strategy
    March 9, 2016 | Samantha Ngo, Jessica Liu

    The social web creates a staggering volume of data each day. Extracting valuable customer insights from this data requires strategic planning. Maximize the value of your social listening and...

  • For B2C Marketing Professionals

    Report

    Report Design A Social Intelligence Function

    Decide On A Centralized Or Distributed Model
    March 9, 2016 | Samantha Ngo

    Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and most importantly, people to do the...

  • For B2C Marketing Professionals

    Report

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

    The Seven Providers That Matter Most And How They Stack Up
    March 2, 2016 | Clement Teo

    In Forrester's 30-criteria evaluation of enterprise social listening platform providers in Asia Pacific, we identified the seven most significant ones — Brandwatch, Digimind, Kantar Media CIC,...

  • For B2C Marketing Professionals

    Report

    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, Networked...

  • For B2C Marketing Professionals

    Report

    Report The Total Cost Of Social Listening

    Building A Social Listening Business Case
    March 1, 2016 | Samantha Ngo

    Social listening has proven its value in the marketing world, and monitoring social data is the status quo. But as social listening platforms advance and converge and compete with social...

  • For Customer Insights Professionals

    Report

    Report The Road Map To Integrated Social Intelligence

    Mature Social Intelligence Practices Integrate Data
    December 4, 2015 | Samantha Ngo

    Today, companies underutilize social data and often leave it sitting in its own silo. To overcome this problem and win, serve, and retain customers, customer insights (CI) professionals must start...

  • For Customer Insights Professionals

    Report

    Report Unleash Social Listening Data's Potential

    Integrate Social Data With Structured And Unstructured Data Sources
    July 14, 2015 | Allison Smith

    In the age of the customer -- where consumers are empowered, informed, and have myriad options before them -- it is more important than ever to keep close tabs on what your customers and prospects...

  • For Customer Insights Professionals

    Report

    Report Case Study: Succeed With Social Intelligence In China

    Nestlé Used The Four Ps To Capture, Manage, Analyze, And Apply Social Data
    July 1, 2015 | Gene Cao

    Non-Chinese companies with an ambition to be global leaders must listen to China's social networks, and Nestlé is no exception. In 2013, the global food giant built a social command center in...

  • For Customer Insights Professionals

    Report

    Report Q&A: Four Social Intelligence Myths That Keep You From Success

    June 24, 2015 | Allison Smith

    Analyzing social data is difficult and confusing, even for customer insights (CI) pros who spend most of their time doing just that. Most social intelligence practices are several years into...

  • For Customer Insights Professionals

    Report

    Report You Are Missing Social Content

    Find Out If You Need Visual Analytics Now — Or Later
    June 9, 2015 | Allison Smith

    Adding technology to the already crowded social tools landscape that most organizations nurture is a big decision. But for some brands and industries, the increasingly visual nature of the social...

  • For Customer Insights Professionals

    Report

    Report Evaluate And Evolve Social Intelligence

    The Four Stages That Delineate Social Intelligence Maturity
    May 29, 2015 | Allison Smith

    Over the past seven years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few find the...

  • For Customer Insights Professionals

    Report

    Report Brief: Predictive Social Analytics Is On The Horizon

    April 21, 2015 | Allison Smith

    Most of the analytics that social listening platforms provide are retrospective and explanatory — any listening platform on the market can provide data about spikes in volume or analysis on...

  • For Customer Insights Professionals

    Report

    Report Implement Effective Social Listening Capabilities In China

    Multinational Enterprises Should Revamp Their Social Listening Practices For China
    April 17, 2015 | Gene Cao, Allison Smith

    Regardless of what region they work in, customer insights (CI) professionals must know their customers. But many CI practices in China — a huge and important market with unique...

  • For CMO Professionals

    Report

    Report Digital Command Centers Give CMOs An Intelligence Edge

    Asia Pacific CMOs Must Centralize Discrete Marketing Functions To Derive New Insights And Drive Business Success
    April 15, 2015 | Clement Teo

    A digital command center is a dedicated resource for listening to social chatter on digital channels, including online forums, and analyzing brand relevance, product discussions, and customer...

  • For Customer Insights Professionals

    Report

    Report Listening Platforms Satisfy Users For Now

    Mature Marketers Will Demand More Integration And Analytics
    March 20, 2015 | Allison Smith

    Forrester's "The Forrester Wave™: Enterprise Listening Platforms, Q1 2014" report revealed that listening platform customers are satisfied with vendors' basic trend tracking and competitive...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Use Customer-Centric Metrics To Benchmark Your Digital Success

    February 5, 2015 | Martin Gill

    It's easy to measure basic digital metrics like page views or the number of Facebook fans you have, but all too often these superficial metrics offer little or no insight into how your firm is...

  • For Customer Insights Professionals

    Report

    Report Brief: Apply Social Listening To The Entire Organization

    Brands In China Need An Ongoing And Engaged Exchange With Consumers On Social Platforms
    January 12, 2015 | Gene Cao

    Chinese marketers are becoming more familiar with social media monitoring, which is the first level of the social listening maturity curve. With organizations devoting more marketing budget to...

  • For Customer Insights Professionals

    Report

    Report Understand The Enterprise Listening Platform Landscape

    Let Your Use Case Drive Your Technology Decision
    January 12, 2015 | Allison Smith

    With the incessant growth of social networks, an increasing number of businesses turn to listening platforms — software platforms that capture, manage, and enable analysis of social data. This...

  • For B2C Marketing Professionals

    Report

    Report Use Social Data To Improve Your Social Marketing Maturity

    January 5, 2015 | Kim Celestre, Nate Elliott

    A brand's data capabilities, which include the ability to use customer insights (CI) to inform social and nonsocial marketing programs, are key to advancing social marketing maturity. But few...