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  • Customer Understanding

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  • Report Four Steps To Add Social Media To Your Marketing Strategy

    Road Map: The Social Marketing Playbook
    August 12, 2019 | Jessica Liu, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

  • Forum Consumer Marketing 2019

    Beyond The Direct-To-Consumer Revolution
    April 2, 2019 | New York City | Jim Nail, Anjali Lai, Melissa Parrish

    Direct-to-consumer (DTC) brands have captured consumers’ admiration and loyalty … but most have an unsustainable economic model. Traditional brands are optimized to deliver financial...

  • Report Now Tech: Identity Resolution, Q3 2018

    Forrester's Overview Of 24 Identity Resolution Providers
    August 21, 2018 | Joe Stanhope, Susan Bidel

    B2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...

  • Report Case Study: ScottishPower Adapts To Customer Needs With RTIM

    April 5, 2018 | Rusty Warner, Arleen Chien

    This case study details how B2C marketers need to prioritize improved customer experiences when making enterprise marketing technology (EMT) investments. ScottishPower (SP) overhauled its EMT...