Search Results
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Report Now Tech: Real-Time Interaction Management, Q1 2019
Forrester's Overview Of 42 RTIM Providers
January 11, 2019 | Rusty WarnerB2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with...
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Report Elevate Your Approach To Cross-Channel Campaign Measurement
Performance Management: The Enterprise Marketing Technology Playbook
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...
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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 BidelIn our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...
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Report Create An Effective Enterprise Marketing Technology Blueprint
Strategic Plan: The Enterprise Marketing Technology Playbook
September 28, 2018 | Rusty WarnerPlanning 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...
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Report Evaluate Your Marketing Performance Measurement Maturity
Assessment: The Marketing Measurement And Insights Playbook
September 14, 2018 | Jim NailEnterprises 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...
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Report Now Tech: Identity Resolution, Q3 2018
Forrester's Overview Of 24 Identity Resolution Providers
August 21, 2018 | Joe Stanhope, Susan BidelB2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...
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Report When And How To Start The Shift To Omnichannel Content
August 13, 2018 | Ryan SkinnerMarketers 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...
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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 ChienA 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...
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Report Customer-Obsessed Marketing Demands Unified Measurement
Vision: The Marketing Measurement And Insights Playbook
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...
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Report Embrace A Unified Marketing Measurement Standard
Executive Overview: The Marketing Measurement And Insights Playbook
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...
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Report The Future Of Omnichannel Advertising Must Be Customer Obsessed
Vision: The Omnichannel Advertising Playbook
June 4, 2018 | Joanna O'Connell, Susan BidelAdvertising 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...
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Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018
Tools And Technology: The Omnichannel Advertising Playbook
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...
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Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018
Twenty Technologies Underpin Modern Marketing
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...
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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
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...
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Report Marketers Must Demand More From Their Adtech
March 6, 2018 | Joanna O'ConnellProgrammatic 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...
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Report The Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018
Tools And Technology: The Enterprise Marketing Technology Playbook
February 13, 2018 | Joe StanhopeIn 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 —...
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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 WarnerIn 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...
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Report Now Tech: Cross-Channel Campaign Management, Q1 2018
Landscape: The Enterprise Marketing Technology Playbook
February 9, 2018 | Rusty WarnerYou 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...
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Report Marketers Must Focus On The KPIs That Count
Performance Management: The Omnichannel Advertising Playbook
February 9, 2018 | Susan BidelFor 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,...
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Report Earn Buy-In For Content Marketing's Silo-Busting Benefits
November 17, 2017 | Ryan SkinnerMost companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...
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Report Marketers Tap Publisher Data To Drive Success
Insights Inform And Inspire Marketer Messaging And Media Selections
November 16, 2017 | Susan BidelMarketers 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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Report Best Practices For Omnichannel Digital Media Buying
October 17, 2017 | Susan Bidel, Samantha MerlivatAs more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of...
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Report Build An Empowered Digital Media Buying Team
October 16, 2017 | Samantha MerlivatOmnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. This report helps B2C marketers plan and clearly define internal and external roles and...
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Report The Future Of Omnichannel Media Buying Is Programmatic
October 6, 2017 | Susan Bidel, Samantha MerlivatMarketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic approaches to make data-driven media buying decisions....
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Report The Tools You Need To Master Omnichannel Digital Media Buying
September 28, 2017 | Samantha Merlivat, Susan Bidel, Richard JoyceThis report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...
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