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The Customer Analytics Playbook For 2019

Turn Data Into Insights With Customer Analytics

The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways and enable the digital disruption of entire industries. Today's...

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  • Report The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook
    January 4, 2019 | Fatemeh Khatibloo

    "Privacy is dead" is a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is actually essential for building trust. Context is key —...

  • Report The Power Of Customer Context

    December 14, 2018 | Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...

  • Report Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook
    November 15, 2018 | Tina Moffett

    Firms are eager to develop a more advanced marketing performance measurement approach as the next step in optimizing marketing budgets. B2C marketers must coordinate measurement goals and...

  • Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    October 3, 2018 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

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

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

  • Report Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook
    April 2, 2018 | Emily Collins

    Many B2C marketers deploy loyalty programs to incentivize behavior and collect valuable customer data. But most squander the full opportunity of their investment when they fail to convert data into...