Charts & Figures
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The Moments-Based Marketing Ecosystem
September 13, 2019
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An Effective Enterprise Marketing Technology Blueprint
September 13, 2019
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Customer Loyalty Self-Assessment
July 23, 2019
Search Results
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Report How To Build A Moments-Based Marketing Ecosystem
Road Map: The Enterprise Marketing Technology Playbook
September 13, 2019 | Rusty WarnerThe age of the customer demands customer obsession for successful competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with...
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Webinar Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins
July 30, 2019 | Tina MoffettB2C marketers know long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...
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Report Advance Your Approach To Customer Loyalty
Assessment: The Customer Loyalty Playbook
July 23, 2019 | Emily CollinsIf you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...
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Report The Forrester Wave™: Loyalty Service Providers, Q3 2019
The 14 Providers That Matter Most And How They Stack Up
July 15, 2019 | Emily CollinsIn our 22-criterion evaluation of loyalty service providers, we identified the 14 most significant ones — Aimia, Ansira, Bond Brand Loyalty, Brierley+Partners, Capgemini, Epsilon, ICF Next, Inte Q,...
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Report Evaluate Your Marketing Performance Measurement Maturity
Assessment: The Marketing Measurement And Insights Playbook
May 15, 2019 | Jim NailEnterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed...
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Report To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy
Brands Benefit From Direct Consumer Relationships That Offer Unique Value
April 2, 2019 | Ryan SkinnerDirect-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition...
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Report Harness Marketing's Most Powerful Tool: Emotion
New Techniques Reveal Consumers' Real Decision Process
February 14, 2019 | Jim NailEmotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and...
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Report How AI Is Transforming Advertising And What You Should Do About It
January 24, 2019 | Joanna O'ConnellAdvertising has become highly complex, and a range of AI-fueled ad solutions have emerged to help, without marketers knowing and with positive and negative consequences to ad performance and...
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Report Be A Loyalty Company, Not A Company With A Loyalty Program
Vision: The Customer Loyalty Playbook
January 14, 2019 | Emily CollinsLoyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved...
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Report The Email Marketing Review
Evaluate The Customer Centricity Of Your Email Programs
January 4, 2019 | Shar VanBoskirkThis report for B2C marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic...
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Report Create An Evolved Loyalty Strategy, Not Just An Effective Program
Executive Overview: The Customer Loyalty Playbook
December 27, 2018 | Emily Collins, Arleen ChienBusiness-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...
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Report Craft A Loyalty Strategy That Raises Your Firm's Maturity
Strategic Plan: The Customer Loyalty Playbook
December 20, 2018 | Emily CollinsCompanies 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...
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Report Build Capabilities For Measurement Success
December 7, 2018 | Jim NailTechnology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven,...
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Webinar Privacy Concerns Cripple Attribution Measurement
November 20, 2018 | Tina MoffettThe marketing ecosystem is responding to increasing concerns about data ethics and privacy with tighter controls on data sharing. The impact on marketing performance measurement is severe,...
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Report Pave A Clear Path To Advanced Loyalty
Road Map: The Customer Loyalty Playbook
November 15, 2018 | Emily CollinsB2C marketing professionals striving to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement...
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Report Elevate Your Approach To Cross-Channel Campaign Measurement
Performance Management: The Enterprise Marketing Technology Playbook
The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...
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Report For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver
Simplicity Isn't Enough To Solve Complex Marketing Challenges
Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. Amid this challenge, customer data platforms...
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Report We Called It: Use Amazon Search To Ignite Product Discovery
September 18, 2018 | Collin ColburnAmazon is the unrefuted leader in eCommerce but is slowly encroaching on another industry: advertising. Customers cite Amazon as the No. 1 touchpoint for starting their shopping research. And...
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Report The Forrester Wave™: Marketing Resource Management, Q3 2018
The Eight Providers That Matter Most And How They Stack Up
In our 35-criteria evaluation of marketing resource management (MRM) providers, we identified the eight most significant ones — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and...
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Report Case Study: How To Transform Advertising Practices To Better Connect With Consumers
Road Map: The Omnichannel Advertising Playbook
July 26, 2018 | Susan Bidel, Arleen ChienA truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience...
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Report Create An Omnichannel Advertising Strategy Centered On Customer Experience
Executive Overview: The Omnichannel Advertising Playbook
July 26, 2018 | Joanna O'Connell, Susan Bidel, Arleen ChienB2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying strategy...
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Report Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them
Landscape: The Social Marketing Playbook
July 20, 2018 | Jessica Liu, Gina FlemingThe question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers...
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Report Customer-Obsessed Marketing Demands Unified Measurement
Vision: The Marketing Measurement And Insights Playbook
Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...
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Webinar The Future Of Omnichannel Advertising Must Be Customer Obsessed
July 11, 2018 | Joanna O'ConnellAdvertising is a decades-old revenue engine for brands, but it’s gone off the rails in an era of data and technology obsession. Too little understanding of consumer ad sentiment and too much...
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Report Transform Marketing With Customer Journey Analytics
Understand Customer Experiences To Improve Brand Perception, Lower Costs, And Stop Churn
July 5, 2018 | Tina MoffettB2C marketers know that understanding customers' journeys is important, but they struggle to find and activate journey-related insights. Enter the discipline of customer journey analytics, which...