Search Results

• Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

  Vision: The Marketing Measurement And Insights Playbook

  January 5, 2021 | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

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  Playbook The Marketing Measurement And Insights Playbook For 2021

  Embrace A Unified Marketing Measurement Standard

  Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

  Read more of the Executive Overview >

• Report Q&A: A Dozen Questions To Answer Before Taking Your Marketing Event Virtual

  December 21, 2020 | Laura Ramos

  Events are an important tactic B2B marketers use to attract and interact with prospects and customers. This report helps marketing leaders, demand generation, and event managers weigh the...

• Report Marketing Measurement Morphs Into Insight-Driven Marketing

  Executive Overview: The Marketing Measurement And Insights Playbook

  December 18, 2020 | Tina Moffett

  Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

• Report Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap

  Automated Conversational Engagement Meets The Modern B2B Buyer's Need For Immediacy

  December 11, 2020 | Steven Casey

  Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content...

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  Playbook The Omnichannel Advertising Playbook For 2021

  Create An Omnichannel Advertising Strategy Centered On Customer Experience

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

  Read more of the Executive Overview >
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  Webinar Adtech And Martech Enter An Era Of Disruption: When And Where To Invest

  September 17, 2020 | Mary Pilecki, Emily Collins, Sarah Dawson

  Marketers need technologies that enable omnichannel advertising and memorable, moments-based experiences. These advertising and marketing technologies are not new, but industry forces like data...

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  Playbook The Enterprise Marketing Technology Playbook For 2021

  Enable Moments-Based Marketing With Enterprise Martech

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

  Read more of the Executive Overview >

• Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report Forrester Infographic: Unified Marketing Measurement Accelerates

  May 13, 2020 | Jim Nail

  Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing...

• Report Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

  May 6, 2020 | Tina Moffett

  The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with...

• Report Now Tech: Real-Time Interaction Management, Q2 2020

  Forrester's Overview Of 42 RTIM Providers

  April 30, 2020 | Rusty Warner

  You can use real-time interaction management (RTIM) to orchestrate contextually relevant customer experiences, address customer expectations for mutual value exchanges with your brand, and align...

• Report Create An Effective Enterprise Marketing Technology Blueprint

  Strategic Plan: The Enterprise Marketing Technology Playbook

  March 13, 2020 | 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 technology organization...

• Report Forrester Infographic: The State Of Enterprise Marketing Technology, 2020

  Landscape: The Enterprise Marketing Technology Playbook

  January 16, 2020 | Joe Stanhope, David Novitzky

  Enterprise marketing technology (EMT) is a critical competency to support B2C marketers' efforts to understand and engage customers across devices and touchpoints. For our Q3 and Q4 2019 Forrester...

• Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020

  Tools And Technology: The Marketing Measurement And Insights Playbook

  January 16, 2020 | Jim Nail, Tina Moffett, Joe Stanhope

  In our 27-criteria evaluation of marketing measurement and optimization vendors, we identified the nine most significant ones — Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA, IRI, Marketing...

• Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

  November 8, 2019 | Joanna O'Connell, Susan Bidel

  Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...

• Report Forrester Infographic: RTIM Empowers Marketing’s CX Ambitions

  Invest In Real-Time Interaction Management (RTIM) To Accelerate Marketing And CX Alignment

  September 11, 2019 | Rusty Warner

  Today's empowered customers expect consistent, relevant experiences in their moments of need. Real-time interaction management (RTIM) provides the critical marketing technology (martech)...

• Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019

  The 13 Providers That Matter Most And How They Stack Up

  August 29, 2019 | Joanna O'Connell, Jim Nail

  In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...

• Report Increase B2B In-Person Event Payoff With Digital Immersion

  Four Best Practices Make Events More Contextual And Engaging

  August 14, 2019 | Laura Ramos, Matthew Camuso

  In a post-digital world, B2B buyers expect fluidity between digital and physical experiences. Still representing the largest chunk of the marketing budget, most B2B events do not take full...

• Report Now Tech: Omnichannel Media Management, Q2 2019

  Forrester's Overview Of 24 Omnichannel Media Management Providers

  June 14, 2019 | Joanna O'Connell

  An omnichannel media management approach can improve business performance, boost operational efficiency, and deliver better consumer experiences. But to realize these benefits in today's fragmented...