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As the coronavirus dominates the global headlines, businesses should take the opportunity to develop business continuity plans specifically for pandemics—focusing on customer, employee, and partner needs. Read more »

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  • Report Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

    Roadmap: The Omnichannel Advertising Playbook
    February 3, 2020 | Joanna O'Connell, Jim Nail

    B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer...

  • Report Spend On Marketing Performance Measurement Doubles By 2024

    Landscape: The Marketing Measurement And Insights Playbook
    January 23, 2020 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Against a background of firms embracing...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    December 10, 2019 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report Predictions 2020: B2C Marketing

    Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies
    October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

    Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

  • Report Predictions 2020: Media

    Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

    2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

  • Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

    Forrester's Overview Of 37 Marketing Measurement And Optimization Solution Providers
    September 25, 2019 | Tina Moffett, Jim Nail

    You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...

  • Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019

    The 13 Providers That Matter Most And How They Stack Up
    August 29, 2019 | Joanna O'Connell, Jim Nail

    In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...

  • Report Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation
    May 7, 2019 | Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than just the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will...

  • Report Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement
    April 18, 2019 | Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...

  • Report Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust
    April 2, 2019 | Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Report Adopt Agile Marketing Planning Processes

    January 11, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

  • Report Predictions 2019: Media

    Five Events Will Reshape The Media Industry
    November 7, 2018 | Collin Colburn, Susan Bidel, Joanna O'Connell

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    April 5, 2018 | Mary Pilecki, Arleen Chien, Susan Bidel

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...