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  • Mobile Analytics

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  • For Customer Insights Professionals

    Report

    Report Drive Personalization With Mobile Analytics

    Continuous Improvement: The Digital Intelligence Playbook
    June 2, 2017 | Cinny Little, James McCormick

    Mobile has changed your customers' expectations. They expect access to what they want, when and where they want it. Customer insights (CI) pros must up their game in mobile engagement measurement...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Use Analytics To Create Mobile Best Practices

    Continuous Improvement: The Mobile eBusiness Playbook
    January 17, 2017 | Julie A. Ask, Jeffrey S. Hammond

    Few digital business professionals use mobile to transform customer experiences. They too often approach the use of mobile by asking "What should I do?" rather than "How should I do it?" Forrester...

  • For Customer Insights Professionals

    Report

    Report Vendor Landscape: Mobile Analytics Vendors You Should Know

    August 3, 2016 | James McCormick, Julie A. Ask

    Analytics are core to Forrester's mobile IDEA framework, but most companies struggle with their mobile analytics strategy. Customer insights (CI) professionals need a combination of technology...

  • For Customer Insights Professionals

    Report

    Report Brief: Use Mobile Gaming Analytics To Improve Your Digital Marketing

    Chinese Firms Leverage Mobile Games To Increase The Effectiveness Of Their Marketing Performance
    March 24, 2016 | Gene Cao

    Chinese firms wanting to better engage the online population of hyperconnected consumers are beginning to look to mobile gaming — which has become the most common group of applications that these...

  • 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 Customer Insights Professionals

    Report

    Report Brief: Track And Target Your Mobile Customers

    Five Ways To Improve Mobile Customer Recognition In China
    December 22, 2015 | Gene Cao

    Customer insights (CI) and marketing pros in China struggle to optimize customer ad targeting on mobile platforms because they cannot use existing third-party cookie approaches for in-app mobile...

  • For CIO Professionals

    Report

    Report Mobile Becomes A Key Success Imperative For CIOs

    Forrester Survey Data Highlights The Urgency For The CIO To Complete The Mobile Mind Shift
    November 12, 2015 | Dan Bieler

    Mobile is a vital part of the CIO's business technology agenda to help improve customer experience, employee productivity, and new revenue channels. The most visionary and forward-looking CIOs,...

  • For CMO Professionals

    Report

    Report Predictions 2016: The Entitled Customer Emerges In Asia Pacific

    Marketers And eBusiness Pros Will Join Forces Through Six Big Shifts
    November 4, 2015 | Michael Barnes, Gene Cao

    Digital experiences are the new normal for customers across Asia Pacific (AP), empowered by widespread — and in some cases now universal — access to mobile technology. They're no longer...

  • For Customer Insights Professionals

    Report

    Report Case Study: Win Customers With Mobile Analytics

    Lark Automates, Scales, And Evolves Coaching Through Artificial Intelligence — A Story Told Through Forrester's IDEA Framework
    May 22, 2015 | James McCormick, Julie A. Ask

    Mobile may save your life — no, really! Mobile has changed consumer expectations and given enterprises the ability to engage with their customers anytime, anywhere, and in a contextually...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Brief: Key Technology Themes For Digital Retailers

    NRF's Big Show Highlights A New Generation Of Solutions Offering Customer-Centric And Data-Based Insights
    March 11, 2015 | Brendan Witcher

    The rules of engagement between retailers and customers are changing. Recognizing the serious challenge they face, eBusiness professionals often turn to solution providers that specialize in...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Customer Experience Technologies, Q1 2015

    February 6, 2015 | Mark Grannan

    Consumers are delighted by digital experiences that are effective, easy to use, and make the customer feel good. How are you going to keep up? Firms face an expanding ecosystem of technology...

  • 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 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 Customer Insights Professionals

    Report

    Report Brief: The State Of Digital Analytics In China

    The Adoption Of Digital Analytics Is Becoming Mainstream For Chinese Businesses Facing Digital Disruption
    December 9, 2014 | Gene Cao

    China has a unique digital landscape, and the number of people using eCommerce, social, and mobile is booming. Digital transformation in China is going far beyond that of more developed markets...

  • For B2C Marketing Professionals

    Report

    Report Mobile's Untapped Value Is In Contextual Data

    Why Contextual Data Will Improve Your Marketing Beyond Mobile
    October 27, 2014 | Thomas Husson

    As the hub of our offline and online experiences, mobile interactions are a powerful catalyst for contextual marketing. The untapped opportunity in mobile for marketers will be to get an extremely...

  • 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 CIO Professionals

    Report

    Report Mobile Moments Require A New Technology Strategy

    Tomorrow's Business Opportunities Require A New Technology Platform
    October 20, 2014 | Michael Facemire, Tyler Shields

    CIOs are pushing their teams to define, develop, and deploy mobile apps for employees and customers; a well-intentioned, but misguided approach to addressing the business technology (BT) agenda....

  • For Infrastructure & Operations Professionals

    Report

    Report Quick Take: Splunk's Bold Move Toward Business Technology Analytics

    Analysis Of Announcements Made At Splunk's Fifth Global User Conference
    October 15, 2014 | John Rakowski

    Last week, Splunk held its annual worldwide users' conference, .conf2014. The event attracted 4,000 passionate Splunk customers and included both deeply technical classes and sessions designed to...

  • For Customer Insights Professionals

    Report

    Report Case Study: Groupon Differentiates On Mobile Analytics Expertise

    Use The IDEA Framework To Optimize Revenue Through Mobile
    October 10, 2014 | James McCormick, Julie A. Ask

    Mobile can transform your business. With the adoption of smartphones, customers expect immediate access to relevant information or services when they reach for their phones in what Forrester terms...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Create Mobile Moments With Messaging

    A Guide To Using Mobile Messaging To Engage Customers
    October 1, 2014 | Julie A. Ask, Douglas Roberge

    Mobile moments are the new competitive battleground. Mobile messaging creates mobile moments, or the ability to serve your customers proactively in their moment of need. Mobile messaging improves...

  • For Customer Experience Professionals

    Report

    Report The Right Mobile Usability Testing Tool

    August 19, 2014 | Deanna Laufer

    Mobile is a leading driver of customer experience (CX) innovation, but a bad mobile experience can turn away customers for good. That's why CX professionals should embrace tools and services...

  • For Application Development & Delivery Professionals

    Report

    Report Analyzing The Value Of Responsive Web Design Can Be Messy

    June 6, 2014 | Mark Grannan

    Digital experience leaders turn to responsive web design (RWD) to meet their customer's rapidly-growing multidevice demands. Unfortunately, RWD takes longer than traditional desktop...

  • For CIO Professionals

    Report

    Report Navigating The New Data Market Landscape

    New Data Sources And Players Offer Richer, Easier-To-Use Data For Better Business Decisions
    May 7, 2014 | Jennifer Belissent, Ph.D., Charles Green

    Organizations across industries are experiencing a data explosion that is doing nothing short of revolutionizing business practices. The availability of new data sources and delivery models...

  • For Enterprise Architecture Professionals

    Report

    Report The Things We Do For… Data

    Many Apps Give You Something For Nothing — Well, Not Quite Nothing
    April 18, 2014 | Gene Leganza

    Forrester has noted the growing presence of applications and websites that provide free services just to capture consumer data and market it to third parties. This report reviews examples of the...

  • For B2C Marketing Professionals

    Report

    Report Mobile Advertising: It's Time To Get Personal

    Dump Your Desktop Approach For Integrated, Individualized Mobile Ads
    April 15, 2014 | Jennifer Wise

    Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...