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  • Joe Stanhope

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  • For B2C Marketing Professionals

    Report

    Report AI Must Learn The Basics Before It Can Transform Marketing

    How To Assess The Real Potential Of AI In Martech
    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 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 Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook
    March 9, 2017 | Joe Stanhope, Rusty Warner

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with defining enterprise marketing technology...

  • For Customer Insights Professionals

    Report

    Report Protect Your Investment: Build Privacy And Security Into Your Marketing Technology Strategy

    Landscape: The Customer Trust And Privacy Playbook
    January 25, 2017 | Joe Stanhope, Alexander Spiliotes

    Marketing and customer insights (CI) pros are increasingly implementing a multitude of new technologies that use a wide variety of customer data for insights and engagement. These acquisitions...

  • For B2C Marketing Professionals

    Report

    Report A More Perfect Union: Adtech And Martech Convergence Will Revolutionize Marketing

    Coexistence Isn't Enough In A Post-Digital Future
    January 25, 2017 | Joe Stanhope

    Advertising technology (adtech) and marketing technology (martech) convergence is a popular topic among marketers, vendors, and investors, but it is rarely explored beyond high-level chatter and...

  • For B2C Marketing Professionals

    Report

    Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    November 15, 2016 | 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 Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    November 10, 2016 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

  • For B2C Marketing Professionals

    Report

    Report The Strategic Role Of Identity Resolution

    Identity Is Context In The Age Of The Customer
    October 17, 2016 | Joe Stanhope

    The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration, and execution. And it's becoming more critical than ever for firms planning to...

  • For B2C Marketing Professionals

    Report

    Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    August 5, 2016 | Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the...

  • For B2C Marketing Professionals

    Report

    Report The Next Generation Of Enterprise Marketing Technology

    Continuous Improvement: The Enterprise Marketing Technology Playbook
    August 5, 2016 | Joe Stanhope

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

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Online Testing Platforms, Q1 2013

    How Seven Vendors Are Addressing The Evolution Of Online Testing
    February 7, 2013 | Joe Stanhope

    In Forrester's 53-criteria evaluation of online testing platform vendors, we identified the seven most significant providers — Adobe, Autonomy, Maxymiser, Monetate, Optimizely, SiteSpect, and...

  • For Customer Insights Professionals

    Report

    Report How Real-Time Analytics Enables Digital Intelligence

    Real-Time Analysis Provides Visibility Into Critical Situations
    January 10, 2013 | Joe Stanhope

    Most organizations have invested in the tools and skills to track website activity, evaluate digital marketing campaigns, and conduct in-depth analysis of digital channels. With the increasing...

  • For Customer Insights Professionals

    Report

    Report Understanding Tag Management Tools And Technology

    Users Benefit From A Rapidly Maturing Market And Proven Gains
    August 15, 2012 | Joe Stanhope

    Maintaining accurate and complete JavaScript tagging on websites is critical for ensuring the efficacy of marketing and analytics efforts. But the highly dynamic pace and volume of tag management...

  • For Customer Insights Professionals

    Report

    Report Behavioral Targeting Powers Customized Content And Increased Conversion

    June 13, 2012 | Joe Stanhope

    The demand for relevant, individualized website content is on the rise. Applying behavioral targeting (BT) technology to meet these growing needs offers marketers a unique, effective, and promising...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Mobile Measurement Is An eBusiness Imperative

    May 15, 2012 | Joe Stanhope

    Mobile has reached critical mass due to improved infrastructure, advances in device utility, and overall market penetration. Engaging with customers via mobile is unavoidable: Whether or not...

  • For Customer Insights Professionals

    Report

    Report The State Of Online Testing 2011

    Online Testing Programs Require Investment To Achieve Scale
    February 22, 2012 | Joe Stanhope

    In Q4 2011, Forrester surveyed 71 online testing practitioners about their online testing practices. Online testing has broad appeal for addressing a variety of challenges on websites of all sizes,...

  • For Customer Insights Professionals

    Report

    Report Where To Get Help With Web Analytics

    Customer Intelligence Professionals Don't Have To Go It Alone
    January 19, 2012 | Joe Stanhope

    Mastering web analytics is an ongoing challenge as customer intelligence (CI) professionals contend with a fluid and complex environment exacerbated by severe resource constraints. But the demand...

  • For Customer Insights Professionals

    Report

    Report What Customers Really Think About Their Web Analytics Vendors

    Findings From The Forrester Wave™ Evaluation On Web Analytics
    November 2, 2011 | Joe Stanhope

    During the Forrester Wave™ evaluation of web analytics platforms, we surveyed 162 web analytics customers about their vendor partnerships. We found that users are highly vested in their web...

  • For Customer Insights Professionals

    Report

    Report How Firms Use Web Analytics

    November 2, 2011 | Joe Stanhope

    During the Q4 2011 Forrester Wave™ evaluation of web analytics platforms, we surveyed 162 web analytics customers about their web analytics practices. This data shows that web analytics use...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Web Analytics, Q4 2011

    Adobe, comScore, IBM, And Webtrends Lead A Market In Transition
    October 6, 2011 | Joe Stanhope

    In Forrester's 80-criteria evaluation of web analytics vendors, we found that Adobe, comScore, IBM, and Webtrends are Leaders because of their consistent product strength combined with compelling...

  • For Customer Insights Professionals

    Report

    Report How CI Professionals Can Plan For Site Optimization Success

    Don't Underestimate The Value Of Planning Tools To Your Site Optimization Program
    August 18, 2011 | Joe Stanhope

    Online testing is no longer the exclusive domain of optimization analysts and statisticians. Marketers and nontechnical stakeholders are increasingly participating in testing processes, driving...

  • For Customer Insights Professionals

    Report

    Report Don't Wait To Optimize Mobile Sites And Apps

    Tailored Experiences Are Critical As Mobile Rewrites Customer Engagement Standards
    July 28, 2011 | Joe Stanhope

    The drumbeat of mobile is increasingly difficult to ignore as usage and revenue gain momentum and smartphones become tightly woven into multichannel customer experiences. But developing engaging...

  • For Customer Insights Professionals

    Report

    Report How To Identify Online Marketing Suite Requirements

    Assess Your Current State To Inform The Online Marketing Suite Road Map
    June 13, 2011 | Joe Stanhope

    The online marketing suite is a well-regarded framework for coordinating interactive marketing, but it consistently proves difficult to implement. Customer Intelligence (CI) professionals struggle...

  • For Customer Insights Professionals

    Report

    Report Mobile Measurement Is A Customer Intelligence Imperative

    Analytics Drive Mobile Website And Application Maturity
    April 13, 2011 | Joe Stanhope

    Mobile has reached critical mass due to improved infrastructure, advances in device utility, and overall market penetration. Engaging with customers via mobile is unavoidable: Whether or not...

  • For Customer Insights Professionals

    Report

    Report How The Online Marketing Suite Affects The Marketing Technology Ecosystem

    March 23, 2011 | Joe Stanhope

    The online marketing suite transforms organizations' customer relationships through coordinated, relevant multichannel experiences. To satisfy this vision, all participants in the marketing...