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  • Marketing Automation

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  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Forrester Wave™: Mobile Engagement Automation, Q3 2017

    Automate Hyperpersonalized Engagement In Consumers' Moments
    September 19, 2017 | Julie A. Ask, Joe Stanhope, Laura Naparstek

    In our 30-criteria evaluation of mobile engagement automation (MEA) solution providers, we identified the 11 most significant ones — Adobe, Braze, IBM, Iterable, Leanplum, Localytics, Oracle,...

  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    September 12, 2017 | Kate Leggett

    This report helps application development and delivery (AD&D) pros who are looking to implement customer relationship management (CRM) strategies and solutions. The effects of automation and...

  • For B2C Marketing Professionals

    Report

    Report The Next Generation Of Enterprise Marketing Technology

    Continuous Improvement: The Enterprise Marketing Technology Playbook
    September 12, 2017 | Joe Stanhope

    Technology use is routine — even mandatory — for modern marketers. And while marketing technology has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility....

  • For B2C Marketing Professionals

    Report

    Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    September 6, 2017 | Joe Stanhope

    Processes are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their...

  • For B2C Marketing Professionals

    Report

    Report Rethink Your Approach To MRM

    Customer Obsession Demands Operational Agility
    September 6, 2017 | Rusty Warner

    Marketing resource management (MRM) is a conflation of enterprise marketing technology (EMT) components that manage financial planning, content production, brand compliance, and even human...

  • For Application Development & Delivery Professionals

    Report

    Report Quantify The Business Value Of CRM

    Business Case: The CRM Playbook
    August 30, 2017 | John Bruno, Kate Leggett

    CRM initiatives must not only be technically sound but must also answer the question "What will we get for our money?" This report describes how application development and delivery (AD&D)...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Social Advertising Technology, Q3 2017

    The Leading Vendors In Automating And Integrating Social Advertising
    August 21, 2017 | Jessica Liu

    In our 36-criteria evaluation of social advertising technology providers, we identified the five most significant ones — 4C, Brand Networks, Kenshoo, Nanigans, and Sprinklr — and researched,...

  • For B2C Marketing Professionals

    Report

    Report Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook
    July 7, 2017 | Rusty Warner

    Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your business technology (BT)...

  • For B2C Marketing Professionals

    Report

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    June 27, 2017 | Joe Stanhope, Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: SEO Tools And Technologies

    June 13, 2017 | Collin Colburn

    Search engine optimization (SEO) is an established and mature strategy in the digital marketing portfolio, and many marketers feel they're ready to bring its execution in-house. To do that...

  • For CIO Professionals

    Report

    Report Evaluate Infor's Role In Your BT Strategy

    Infor's Revamped Portfolio Of Sector-Specific Software Could Be The Right Alternative To Megavendors For Certain Operational Needs
    June 9, 2017 | Somak Roy

    The oligopolistic nature of the market for business applications limits CIOs' choices. An alternative has emerged in the form of the resurgent Infor, whose industry-specific proposition contrasts...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Real-Time Interaction Management, Q2 2017

    Advanced Analytics And Cross-Channel Integration Are Fueling RTIM Adoption
    June 6, 2017 | Rusty Warner

    In our 32-criteria evaluation of real-time interaction management (RTIM) providers, we identified the 12 most significant ones — Adobe, Emarsys, FICO, IBM, IgnitionOne, Infor, Pegasystems, Pitney...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Data Management Platforms, Q2 2017

    Marketers Have A Choice: Stay Tactical Or Think Long Term
    June 1, 2017 | Susan Bidel, Samantha Merlivat

    In our 35-criteria evaluation of data management platforms (DMPs), we identified the 11 most significant ones — The ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle,...

  • For B2C Marketing Professionals

    Report

    Report AI Must Learn The Basics Before It Can Transform Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook
    June 1, 2017 | Joe Stanhope

    Artificial intelligence (AI) is entering the popular lexicon with B2C marketers, and legitimate AI-powered solutions are now generally available from startups and major vendors alike. It's...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

    People-Based Data, New Paths To Inventory, And Even More Transparency Drive Innovation Amidst Consolidation
    May 30, 2017 | Richard Joyce, Samantha Merlivat

    In our 36-criteria evaluation of omnichannel demand-side platform (DSP) providers, we identified the 11 most significant ones — Adform, Adobe, AOL, AppNexus, DataXu, Google, MediaMath, Rocket Fuel,...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Real-Time Interaction Management

    Contextual Marketing Demands Real-Time Unification
    May 5, 2017 | Rusty Warner

    Empowered customers expect businesses to engage them with personalized and contextually relevant interactions. B2C marketing professionals must assemble a contextual marketing engine that includes...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Content Marketing Platforms, Q2 2017

    Percolate And Sprinklr Lead The Field With Brand Orchestration Vision
    April 18, 2017 | Ryan Skinner

    In our 37-criteria evaluation of content marketing platform (CMP) providers, we identified the nine most significant ones — Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword,...

  • For B2C Marketing Professionals

    Report

    Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    April 13, 2017 | Rusty Warner, Shaheen Parks

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

  • For B2C Marketing Professionals

    Report

    Report The Top Emerging Technologies For B2C Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Joe Stanhope, Mary Pilecki

    New technologies are always emerging in response to customers' demands, marketers' needs, or just an urge to redefine experiences. To help B2C marketers focus their long-term technology investment...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Cross-Channel Campaign Management

    Choose The Right CCCM Solution To Drive Customer Obsession
    March 27, 2017 | Rusty Warner

    Forrester evaluated 15 suppliers in "The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016," a good starting point for B2C marketers looking to make cross-channel campaign management...

  • For B2C Marketing Professionals

    Report

    Report Dump Your "Set It And Forget It" Approach To Social Technology

    Actively Audit Your Social Technologies To Bypass Missteps
    March 23, 2017 | Erna Alfred Liousas

    The technology selection struggle isn't getting easier for B2C marketers, especially when it comes to fast-changing social technologies. Selecting social technologies is complicated, leading to a...

  • For B2C Marketing Professionals

    Report

    Report Content Intelligence: Algorithms Assign Meaning And Value To Content

    How Artificial Intelligence Technologies Help Marketers Resolve The Content Paradox
    March 23, 2017 | Erna Alfred Liousas, Ryan Skinner

    Your content is dumb — the systems that store and deliver it have no inkling of what it's actually about. Tagging is, at best, unsystematic; at worst, it's absent or inappropriate. Content...

  • For B2C Marketing Professionals

    Report

    Report Breakout Vendors: Content Intelligence For Marketing

    Acrolinx, Idio, And Persado Use Content Intelligence To Raise Brands' Content Quality
    March 23, 2017 | Erna Alfred Liousas, Ryan Skinner

    Marketers understand the crucial role that content plays in their brands' growth and business development, but they lack the manpower, budget, or — sometimes — the capability to maintain and...

  • For B2C Marketing Professionals

    Report

    Report The Sell-Side Video Adtech Stack Has Emerged

    But Publishers Should Choose Based On Their Revenue Mix
    March 14, 2017 | Susan Bidel

    Video advertising inventory is scarce, and as a result, costs per thousand (CPMs) are high. Premium publishers, aware of shifting media consumption habits and eager to benefit from high video CPMs,...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Social Marketing Technology

    Tools And Technology: The Social Marketing Playbook

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the...

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