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Report Now Tech: Real-Time Interaction Management, Q1 2019

Forrester's Overview Of 42 RTIM Providers

January 11, 2019 | Rusty Warner

B2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with...

Report Elevate Your Approach To Cross-Channel Campaign Measurement

Performance Management: The Enterprise Marketing Technology Playbook

November 15, 2018 | Joe Stanhope, Rusty Warner

The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...

Report The Forrester Wave™: Creative Advertising Technologies, Q4 2018

The 10 Providers That Matter Most And How They Stack Up

November 5, 2018 | Joanna O'Connell, Susan Bidel

In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...

Report Create An Effective Enterprise Marketing Technology Blueprint

Strategic Plan: The Enterprise Marketing Technology Playbook

September 28, 2018 | 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 Evaluate Your Marketing Performance Measurement Maturity

Assessment: The Marketing Measurement And Insights Playbook

September 14, 2018 | Jim Nail

Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed...

Report Now Tech: Identity Resolution, Q3 2018

Forrester's Overview Of 24 Identity Resolution Providers

August 21, 2018 | Joe Stanhope, Susan Bidel

B2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...

Report When And How To Start The Shift To Omnichannel Content

August 13, 2018 | Ryan Skinner

Marketers must abandon the content mindset of "do more, better." In 2018, the goal must be to "do smarter." Customers demand content that better answers their unique needs. Businesses demand more...

Report Case Study: How To Transform Advertising Practices To Better Connect With Consumers

Road Map: The Omnichannel Advertising Playbook

July 26, 2018 | Susan Bidel, Arleen Chien

A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience...

Report Customer-Obsessed Marketing Demands Unified Measurement

Vision: The Marketing Measurement And Insights Playbook

July 19, 2018 | Tina Moffett, Jim Nail

Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

Report Embrace A Unified Marketing Measurement Standard

Executive Overview: The Marketing Measurement And Insights Playbook

July 2, 2018 | Jim Nail, Tina Moffett

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

Vision: The Omnichannel Advertising Playbook

June 4, 2018 | 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 The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

Tools And Technology: The Omnichannel Advertising Playbook

April 5, 2018 | Mary Pilecki, Arleen Chien, Susan Bidel

Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...

Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

Twenty Technologies Underpin Modern Marketing

April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

Report Omnichannel Strategies Demand A New Content Approach

Set Up Content Strategies To Suit Omnichannel Use Cases Because Technology Can't Do It For You

March 9, 2018 | Ryan Skinner, Nick Barber

The market has sold omnichannel strategies — customer experience, retail, media buying — as a switch that business leaders must throw, and they're throwing it. But there are many snags to realizing...

Report Marketers Must Demand More From Their Adtech

March 6, 2018 | Joanna O'Connell

Programmatic has become a critical part of many leading brands' advertising mix, and the technology has evolved apace. But it needs to develop to deliver "omnichannel" advertising. This report uses...

Report The Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018

Tools And Technology: The Enterprise Marketing Technology Playbook

February 13, 2018 | Joe Stanhope

In our 40-criteria evaluation of enterprise marketing software suite (EMSS) providers, we identified the seven most significant ones — Adobe, IBM, Marketo, Oracle, Salesforce, SAP Hybris, and SAS —...

Report The Forrester Wave™: Cross-Channel Campaign Management, Q1 2018

The 12 Providers That Matter Most And How They Stack Up

February 13, 2018 | Rusty Warner

In our 33-criteria evaluation of cross-channel campaign management (CCCM) providers, we identified the 12 most significant ones — Adobe, Cheetah Digital, Emarsys, IBM, Oracle, Pegasystems, Pitney...

Report Now Tech: Cross-Channel Campaign Management, Q1 2018

Landscape: The Enterprise Marketing Technology Playbook

February 9, 2018 | Rusty Warner

You can use cross-channel campaign management (CCCM) offerings to better understand your customers, execute your brand strategy across channels, and orchestrate digital and offline customer...

Report Marketers Must Focus On The KPIs That Count

Performance Management: The Omnichannel Advertising Playbook

February 9, 2018 | Susan Bidel

For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed,...

Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

November 17, 2017 | Ryan Skinner

Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

Report Marketers Tap Publisher Data To Drive Success

Insights Inform And Inspire Marketer Messaging And Media Selections

November 16, 2017 | Susan Bidel

Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their...

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