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  • Report Predictions 2020: Europe

    Europe Will Deliver Regulatory Leadership Amid Uncertainty
    November 4, 2019 | Martha Bennett, Dan Bieler, Thomas Husson

    In 2020, European firms will grapple with increased volatility on both the economic and geopolitical fronts, and Germany's industrial firms, Digital China, and regulators will capitalize on the...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    September 18, 2019 | Melissa Parrish

    Marketers set out to be customer obsessed with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

  • Report Give Your Brand A Voice — Literally

    Vision: The Brand Experience Playbook
    August 12, 2019 | Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

  • Report Email Deliverability's Higher Calling

    Deliverability Fundamentals Improve Customer Relationships
    August 5, 2019 | Shar VanBoskirk

    Deliverability has resurfaced as a tactical concern for email marketers because of new regulations and ISP upgrades. For smooth sailing into the inbox, B2C marketers should ace the basics and use...

  • Report Facebook, Inc.'s Scandals Will Not Doom The Company

    Regulation Will Only Strengthen It In The Short Term
    June 19, 2019 | Jessica Liu

    2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...

  • Report The Forrester Wave™: Data Management Platforms, Q2 2019

    The Seven Providers That Matter Most And How They Stack Up
    June 13, 2019 | Tina Moffett, Arleen Chien

    In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...

  • Report Second-Party Data Powers Customer-Focused Advertising

    Another Marketer's First-Party Data Complements And Extends Yours
    March 8, 2019 | Joanna O'Connell, Susan Bidel

    In the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these...

  • Report Facebook: The Myth Of The Monopoly

    A Consumer Energy Index Analysis
    January 18, 2019 | Anjali Lai

    2018 was a challenge for Facebook, Inc.: Between the Cambridge Analytica scandal in Q1 and a security bug in Q4, the headlines revealed that its largest partners had access to users' personal data...

  • Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report Privacy Concerns Cripple Attribution Measurement

    Changes Force Marketers To Pivot On How They Assess Google Advertising Effectiveness
    October 10, 2018 | Tina Moffett

    The 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,...

  • Report Q&A: What Marketers Need To Know About Zero-Party Data

    October 10, 2018 | Fatemeh Khatibloo

    B2C marketers know how difficult it is to build and maintain a trusted relationship with consumers. The introduction of regulations like the European Union's General Data Protection Regulation...

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