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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 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 The State Of Enterprise Marketing Technology, 2018

    Benchmarks: The Enterprise Marketing Technology Playbook
    July 11, 2018 | Joe Stanhope

    B2C marketing professionals must assemble enterprise marketing technology (EMT) stacks to support relevant and engaging customer experiences. For our Q1 2018 Forrester Wave™ evaluations of...

  • Report Modernize Your Martech Stack For Moments

    Evolve Your Marketing Strategy And Technology To Serve Customers In Their Defining Moments
    April 5, 2018 | Joe Stanhope, Julie A. Ask

    The world is changing, along with consumers' expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that...

  • 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 The State Of Mobile Advertising: Context And Measurement Wanted

    Outdated Measurement Tools And KPIs Leave Advertisers In The Dark
    December 19, 2017 | Samantha Merlivat

    Forrester partnered with the Mobile Marketing Association (MMA) to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands' advertising...

  • Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    December 1, 2017 | Rusty Warner, Carlton A. Doty

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

  • Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    November 29, 2017 | 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...

  • Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    November 3, 2017 | 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...

  • Report Accelerate Modern Marketing With Real-Time Interaction Management

    October 17, 2017 | Rusty Warner

    Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet...

  • Report Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

    EMSS Vendors Have Varying Presences And Localization Strategies In The Region
    October 3, 2017 | Xiaofeng Wang

    More B2C marketers in Asia Pacific are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing. However, EMSS vendors'...

  • Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    September 6, 2017 | 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...

  • 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...

  • Report Context Enriches Email Marketing

    Make Email A Critical Customer Touchpoint
    January 27, 2017 | Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business...

  • Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • 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...

  • Report Advance Your Contextual Relevance With Enterprise Marketing Technology

    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...