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  • Rusty Warner

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  • 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 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 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 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 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 B2C Marketing Professionals

    Report

    Report Complement Your EMSS With Best-Of-Breed Point Solutions

    Landscape: The Enterprise Marketing Technology Playbook
    January 25, 2017 | Rusty Warner

    B2C marketers must integrate enterprise marketing technology (EMT) components from multiple vendors to assemble their own unique EMT ecosystems. Working with enterprise marketing software suite...

  • For B2B Marketing Professionals

    Report

    Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    December 29, 2016 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

  • For B2C Marketing Professionals

    Report

    Report Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook
    December 15, 2016 | 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 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 Advance Your Contextual Relevance With Enterprise Marketing Technology

    Benchmarks: The Enterprise Marketing Technology Playbook
    September 20, 2016 | Rusty Warner

    B2C marketing professionals must assemble unique enterprise marketing technology (EMT) ecosystems to create relevant and engaging customer experiences. For the Q1 2016 Forrester Wave evaluation of...

  • For B2C Marketing Professionals

    Report

    Report Brief: Use Services Providers To Maximize The ROI Of EMSS Investments

    The Enterprise Marketing Technology Services Ecosystem
    August 30, 2016 | Rusty Warner

    B2C marketers must assemble their own unique enterprise marketing technology ecosystems to deliver contextually relevant customer experiences. They rely on services providers that supplement their...

  • 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 Forrester Wave™: Cross-Channel Campaign Management, Q2 2016

    The 15 Providers That Matter Most And How They Stack Up
    May 31, 2016 | Rusty Warner

    In our 26-criteria evaluation of cross-channel campaign management (CCCM) providers, we identified the 15 most significant ones — Adobe, Emarsys, Experian Marketing Services, IBM, Oracle,...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016

    The Nine Providers That Matter Most And How They Stack Up
    May 31, 2016 | Rusty Warner

    In our 40-criteria evaluation of enterprise marketing software suites (EMSS) providers, we identified the nine most significant ones — Adobe, Experian Marketing Services, IBM, Marketo,...

  • For B2C Marketing Professionals

    Report

    Report Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook
    April 20, 2016 | Rusty Warner

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and...

  • For B2C Marketing Professionals

    Report

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    April 8, 2016 | 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...

  • For B2C Marketing Professionals

    Report

    Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    March 31, 2016 | Carlton A. Doty, Rusty Warner

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, B2C marketing pros must deliver self-perpetuating cycles...

  • For B2C Marketing Professionals

    Report

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    March 3, 2016 | 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 Customer Insights Professionals

    Report

    Report Putting Real-Time Interaction Management Into Context

    November 20, 2015 | Rusty Warner

    Firms that deliver contextually relevant customer experiences create unique competitive advantage. Customer insights (CI) professionals must therefore leverage their enterprise marketing technology...

  • For Customer Insights Professionals

    Report

    Report Quick Take: Teradata Exits The Enterprise Marketing Technology Business

    The Marketing Cloud Wars Claim A Sizeable Casualty
    November 10, 2015 | Rusty Warner

    Within its November 5, 2015, statement on its declining Q3 2015 revenues, Teradata announced its intention to sell off the Teradata Integrated Marketing Cloud business. This decision not only...

  • For Customer Insights Professionals

    Report

    Report Q&A: Top Five Marketing Resource Management Questions Answered

    October 30, 2015 | Rusty Warner

    Customer insights (CI) professionals use marketing resource management (MRM) tools to manage marketing operations, such as planning, budgeting, content production, and process workflows....

  • For Enterprise Architecture Professionals

    Report

    Report Quick Take: Teradata Must Lean Hard Into BT

    Teradata Reinvents Itself As A Data Management ESV As Disruption Hits The Industry With Full Force
    October 23, 2015 | Brian Hopkins, Michele Goetz

    Teradata has enjoyed dominance as the best-of-breed in data warehousing for the largest of enterprises. But unprecedented disruption from open source solutions, simple cloud-based options, and...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Real-Time Interaction Management, Q3 2015

    The 11 Providers That Matter Most And How They Stack Up
    July 29, 2015 | Rusty Warner

    In Forrester's 35-criteria evaluation of real-time interaction management (RTIM) vendors, we identified the 11 most significant technology providers in the category — Adobe, Experian, IBM, Infor,...

  • For Customer Insights Professionals

    Report

    Report Brief: Consider Regional Factors When Evaluating Enterprise Marketing Software Suites

    Sourcing Marketing Capabilities In Asia Pacific Markets
    July 15, 2015 | Michael Barnes, Rusty Warner

    Customer insights (CI) professionals tasked with creating relevant and engaging experiences for customers need a formal approach to evaluating enterprise marketing software suites (EMSS). The...

  • For Customer Insights Professionals

    Report

    Report Brief: Three Reasons To Consider Alternatives For Cross-Channel Campaign Management

    Many Vendors Offer Compelling CCCM Options
    May 14, 2015 | Rusty Warner

    The cross-channel campaign management (CCCM) market is diverse and continues to attract innovation and specialization. "The Forrester Wave: Cross-Channel Campaign Management, Q3 2014" features an...