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  • Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    July 23, 2019 | Emily Collins

    If 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,...

  • Report Be A Loyalty Company, Not A Company With A Loyalty Program

    Vision: The Customer Loyalty Playbook
    January 14, 2019 | Emily Collins

    Loyalty 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...

  • 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 Build Capabilities For Measurement Success

    December 7, 2018 | Jim Nail

    Technology, 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,...

  • Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    November 15, 2018 | Joe Stanhope, Rusty Warner

    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...

  • 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 Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    July 19, 2018 | Tina Moffett, Jim Nail

    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...

  • Report Embrace A Unified Marketing Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook
    July 2, 2018 | Jim Nail, Tina Moffett

    Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

  • Report Now Tech: Social Listening Platforms, Q2 2018

    Forrester's Overview Of 31 Social Listening Platform Providers
    May 24, 2018 | Jessica Liu

    You can use social listening platforms to accomplish messaging optimization, market research, and product innovation using social media data. But to access these benefits, you'll first have to...

  • 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 Enhance Your Brand's Customer Experience With Ratings And Reviews

    March 1, 2018 | Erna Alfred Liousas

    Consumer reliance on ratings and reviews during the purchase process remains strong. But marketers must play a larger role in the rating and review process to foster brand and customer value....

  • Report The Future Of Social Intelligence Is In The Enterprise, Not Marketing

    Social Listening Platforms Flourish When They're No Longer An Island
    December 15, 2017 | Jessica Liu

    Forrester has long argued that companies mustn't silo social listening data within marketing, customer insights, or PR and communications teams. Now, B2C marketers must realize the next stage in...