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  • Report Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward

    Assessment: The Omnichannel Advertising Playbook
    October 2, 2019 | Joanna O'Connell

    B2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity...

  • Report Build A Business Case For Social Media’s Value To The Enterprise

    Business Case: The Social Marketing Playbook
    September 9, 2019 | Jessica Liu

    When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

  • Report Chart Your Course To Marketing Measurement Maturity

    Road Map: The Marketing Measurement And Insights Playbook
    July 17, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...

  • Report Kick-Start Your Digital Business Strategy

    Beginner Level: Strategy Practices For Digital Business
    June 25, 2019 | Jacob Morgan, Oliwia Berdak

    The digital business landscape is in constant flux: As a digital business leader, it's vital that your strategic plan be just as dynamic as your customers and your competitors. This report is part...

  • Report Five Steps To Evolve Your Digital Business Strategy

    Intermediate Level: Strategy Practices For Digital Business
    June 25, 2019 | Oliwia Berdak, Jacob Morgan

    Traditional strategic planning processes, like annual budgeting cycles, are not fit for purpose. Static strategic planning documents become dated as soon as they leave your desk, while fixed ROI...

  • Report Best-In-Class Digital Leaders Embrace These Four Guidelines

    Advanced Level: Strategy Practices For Digital Business
    June 25, 2019 | Sucharita Kodali

    Digital leaders do several specific things to drive change while remaining market leaders in their domains: They embrace and empower their ecosystems, have extensive customer listening programs,...

  • Report Decentralized Digital Identity: A Primer For B2C Marketers

    Why Bring-Your-Own-Identity Is A Trend To Watch

    Your identity is more than the standard information on your driver's license or social security card. It also encompasses how you interact with brands, what you know, how you share elements of your...

  • Report Stop Saying "Yes" To Every CX Project

    Embrace Prioritization As The Backbone Of CX Strategy
    April 24, 2019 | Ryan Hart

    Most customer experience (CX) teams are trying to do too much with too little. Without a structured approach to assess, prioritize, and sometimes push back on proposed work, CX pros find themselves...

  • Report Forrester Infographic: Learn From The Best In Your Digital Transformation Journey

    The Benchmark Report In The Digital Business Playbook
    April 3, 2019 | Ted Schadler, Mike Chirokas

    Digitally advanced firms are markedly different: By innovating at the intersection of experiences and operations, embracing emerging technology, partnering omnivorously, and building digital...

  • Report Determine Your Data's Worth: Data Plus Use Equals Value

    Intermediate Level: Strategy Practices For Insights-Driven Businesses
    February 5, 2019 | Jennifer Belissent, Ph.D.

    As the data economy heats up, the fear of being left behind leaves company execs in a cold sweat. Board members ask about data commercialization strategies, and the question that is top of mind for...

  • Report Innovate Your Business Model To Drive A CX Advantage

    Build A Robust Innovation Strategy Around The Customer
    January 8, 2019 | Ryan Hart

    Leading companies recognize that to maintain a differentiated CX advantage over their competitors, they must do more than incrementally fix and improve existing experiences. Companies gunning to...

  • Report Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook
    December 27, 2018 | Emily Collins, Arleen Chien

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on...

  • Report Craft A Loyalty Strategy That Raises Your Firm's Maturity

    Strategic Plan: The Customer Loyalty Playbook
    December 20, 2018 | Emily Collins

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the...

  • Report Prioritize Your CX Efforts By Three Categories

    Beginner Level: Prioritization Practices For CX Transformation
    November 29, 2018 | Ryan Hart

    For a customer experience (CX) transformation to take hold and drive sustainable gains, CX pros need to proactively prioritize and manage multiple projects. That's a challenge given multiple...

  • Report Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook
    November 19, 2018 | Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding...

  • Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    November 14, 2018 | Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the...

  • Report Build A Case To Show Social's Value To Marketing And The Entire Enterprise

    November 9, 2018 | Jessica Liu

    When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain...

  • Report Predictions 2019: DevOps

    Adolescent DevOps Grapples With Governance
    November 8, 2018 | Charles Betz, Sandy Rogers

    In 2019, firms will face increasing complexity and risk as they attempt to scale their DevOps initiatives. This will force them to create more-holistic technical, organizational, and governance...

  • Report Predictions 2019: Cloud Computing

    Cloud Comes Of Age As The Foundation For New Digital Application Platforms, Both Inside And Outside The Data Center
    November 8, 2018 | Dave Bartoletti, Lauren E. Nelson

    Public cloud adoption is mainstream today, but only a small fraction of core business applications run in a public or private cloud. In 2019, a major transformation of legacy apps using powerful...

  • Report Predictions 2019: CIO

    A Year Of Rebuilding Foundations And Measured Innovation
    November 5, 2018 | Matthew Guarini, Pascal Matzke

    Technology is a key differentiator for how companies deliver superior customer and employee experiences. CIOs that can take advantage of this opportunity will strengthen their position in the...

  • Report You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook
    August 10, 2018 | Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and how they use...

  • 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...

  • Report Digitize Your Business Strategy

    The Strategy Report In The Digital Business Playbook
    February 26, 2018 | Nigel Fenwick, Julie A. Ask

    How your business uses digital capabilities to create customer value will define your future success. And you must simultaneously deliver operational effectiveness in support of customers. To win,...

  • Report Digital Business 2018: Benchmark Your Digital Journey

    February 7, 2018 | Nigel Fenwick

    As businesses look for new ways to create value for customers through digital experiences, it's clear that some firms are more advanced than others. This report analyzes the characteristics that...

  • Report The Capabilities Marketers Need To Build A Strategic Privacy Function

    Tools And Technology: The Customer Trust And Privacy Playbook
    February 5, 2018 | Fatemeh Khatibloo, Alexander Spiliotes

    Managing customer privacy is increasingly critical to firms' ability to win, retain, and serve their customers. To help them meet customer and regulator expectations, B2C marketers and their peers...