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The Data Management Playbook For 2021

Your Business Is Only As Fast As Your Data

What you know — and how well you use that knowledge — fuels your competitiveness and growth. To keep up with empowered customers and nimble competitors, you must change how your firm provisions and...

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  • Report Research Overview: Cloud Technology And Services

    Tools And Technology: The Cloud Computing Playbook
    January 22, 2021 | Lauren Nelson, Bill Martorelli, Tracy Woo

    Cloud offers technology leaders a fundamentally new approach to how the organization builds, deploys, and manages software and infrastructure. To help their organizations succeed, infrastructure...

  • Report Your Business Is Only As Fast As Your Data

    Executive Overview: The Data Management Playbook
    January 15, 2021 | Michele Goetz

    What you know — and how well you use that knowledge — fuels your competitiveness and growth. To keep up with empowered customers and nimble competitors, you must change how your firm provisions and...

  • Report Prioritize The Tech That Paves The Path To People-First Marketing

    Tools And Technology: The Experience-Led Marketing Playbook
    January 12, 2021 | Stephanie Liu

    CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

  • Report Lay Your Security Tech Foundation

    Beginner Level: Technology Practices For Cybersecurity And Privacy
    January 11, 2021 | Jeff Pollard, Amy DeMartine

    This report — the first of three in the technology competency of the cybersecurity and privacy playbook — outlines the technologies that CIOs and other technology leaders should prioritize to help...

  • Report Chief Data Officers: Evolve Your Teams To Accelerate Impact From Data Insights

    January 5, 2021 | Jennifer Belissent, PhD

    In many organizations, the chief data officer (CDO) role has evolved to become more of a chief insights officer with purview over both data and analytics. With a single role responsible for the...

  • Report Chief Data Officers: Accelerate Insights-Driven Business Impact In 12 Steps

    January 5, 2021 | Jennifer Belissent, PhD

    The chief data officer (CDO) role has evolved to reflect the need to be insights driven. Successful data insights leaders understand the needs of business partners and employ resources to deliver...

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

    Intermediate Level: Strategy Practices For Insights-Driven Businesses
    January 4, 2021 | Jennifer Belissent, PhD

    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's top of mind for...

  • Report Monetize Data Strategically: Prioritize Data And Analytics Initiatives

    Intermediate Level: Process Practices For Insights-Driven Businesses
    December 23, 2020 | Jennifer Belissent, PhD

    Everyone wants to monetize their data, but the growing stream of data and analytics requests overwhelms insights teams. In a recent Forrester inquiry, a client asked, "Is a dollar of cost savings...

  • Report Enterprise Data Fabric Enables DataOps

    Advanced Level: Data Practices For Insights-Driven Businesses
    December 23, 2020 | Noel Yuhanna

    Business users want faster and easier access to trusted data to make accurate business decisions, while technology organizations want to simplify data management. Forrester invented the tech...

  • Report Build An Insights-Driven Business

    The Executive Overview Of The Insights-Driven Business Playbook
    December 9, 2020 | Srividya Sridharan, Gene Leganza

    In a hypercompetitive business environment and the post-pandemic world, applying data and analytics at every chance to differentiate products and customer experiences is a prerequisite for success....

  • Report DataOps For The Intelligent Edge Of Business

    Go Beyond Traditional Data Management And Governance
    December 3, 2020 | Michele Goetz

    The world of data is changing from persistent states to data in motion. New data management and governance practices are necessary to move from analytics to operational use cases. To make this...

  • Report The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook
    November 25, 2020 | Joe Stanhope, Rusty Warner

    Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

  • Report Evaluate Your Data And Information Management Maturity

    Assessment: The Data Management Playbook
    October 30, 2020 | Michele Goetz

    Strong data management enables insights into customer needs and optimal business operations. It also is a prerequisite for competing with the coming wave of AI-powered systems. Enterprise...

  • Report Use Adaptive Intelligence To Power Next-Generation Customer Relationships

    Outside-In Customer Insights Future-Proof Your Marketing Strategy
    July 30, 2020 | Fatemeh Khatibloo, James Staten

    CMOs who want to better understand their customers, market, and competitive landscape can't afford to limit their insights to their first-party data alone. They must instead collect and base their...

  • Report Now Tech: Cloud Data Warehouse, Q2 2020

    Forrester's Overview Of 14 Cloud Data Warehouse Providers
    July 1, 2020 | Noel Yuhanna

    You can use cloud data warehouse (CDW) to build data warehouses more quickly, support new business use cases, and lower infrastructure, software, and administration costs. But to realize these...

  • Report Now Tech: Data Virtualization, Q2 2020

    Forrester's Overview Of 15 Data Virtualization Providers
    June 29, 2020 | Noel Yuhanna

    You can use data virtualization to deliver integrated and real-time data to support various business needs, create a self-service data platform for business users, and secure sensitive data by...

  • Report Now Tech: Public Cloud Development Platforms In China, Q2 2020

    Forrester's Overview Of 28 Public Cloud Development Platform Providers In China
    June 18, 2020 | Charlie Dai, Danny Mu

    You can use public cloud development platforms to build the technology foundations of an adaptive enterprise and simplify digital operations, modernize business applications, and facilitate...

  • Report The Forrester Wave™: Enterprise Data Fabric, Q2 2020

    The 15 Providers That Matter Most And How They Stack Up
    June 10, 2020 | Noel Yuhanna

    In our 25-criterion evaluation of enterprise data fabric providers, we identified the 15 most significant ones — Cambridge Semantics, Cloudera, DataRobot, Denodo Technologies, Hitachi Vantara, IBM,...

  • Report Build A Maturity-Based Business Case For Insights-Driven Investments

    The Business Case Report In The Insights-Driven Business Playbook
    May 18, 2020 | Boris Evelson

    Investing in individual technologies for an insights-driven business (IDB), such as data fabric, business intelligence (BI), and analytics, demonstrates tangible business benefits and significant...

  • Report Now Tech: Enterprise Data Fabric, Q2 2020

    Forrester's Overview Of 20 Enterprise Data Fabric Providers
    April 16, 2020 | Noel Yuhanna

    You can use enterprise data fabric to deliver integrated, trusted, and real-time data across the organization and accelerate business use cases. But to realize these benefits, you'll first have to...

  • Report Now Tech: Product Information Management, Q1 2020

    Forrester's Overview Of 22 PIM Providers
    March 25, 2020 | Amanda LeClair

    You can use product information management (PIM) solutions to improve sales and customer experience, speed up time-to-market, and even enable broader content-driven digital transformation efforts....

  • Report Data Virtualization Or Data Fabric: Which Is Right For You?

    March 24, 2020 | Noel Yuhanna

    Data-driven organizations use data virtualization and data fabric architectures to get value from data quickly and to support new business requirements such as real-time and integrated insights....

  • Report The Top Trends For Health Insurers In 2020

    CRM And New Benefits Programs Catalyze Insurers' Shift From Being Reactive To Being Relevant
    March 20, 2020 | Arielle Trzcinski, Jeff Becker, Annalise Clayton

    Health insurers face an uphill battle in 2020: Uncertainty looms around single-payer healthcare, a surge of new entrants are competing for members, and legacy tech hampers innovation. How can...

  • Report Q&A: Scale AI With Automated Machine Learning

    Answers To Seven Key Questions That Unlock Enterprise Outcomes With AutoML
    March 18, 2020 | Kjell Carlsson, PhD

    There's good news for enterprises that want to transform using machine learning (ML) and AI. Automated machine learning (AutoML) helps data scientists, and everyone else, build predictive models,...

  • Report Now Tech: Public Cloud Development Platforms, Q1 2020

    Forrester's Overview Of 16 Public Cloud Development Platform Providers
    March 4, 2020 | Dave Bartoletti, John Rymer

    Application development and delivery (AD&D) pros can use public cloud development platforms to quickly develop and deliver applications to support business innovations and operations automation,...

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