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The Marketing Measurement And Insights Playbook For 2020

Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward proactively analyzing results and optimizing future marketing plans. To make...

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  • Report Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response
    March 21, 2011 | Shar VanBoskirk

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

  • Report Online African Americans: A Demographic Profile

    February 1, 2010 | Ina Mitskaviets

    Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active...

  • Report The State Of Consumers And Technology: Benchmark 2009, US

    A Life Stage Analysis Of The US Benchmark Survey
    September 2, 2009 | Jacqueline Anderson, Charles S. Golvin

    This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes...

  • Report Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)

    August 13, 2009 | Tamara Barber

    This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

  • Report Laying The Groundwork For The Next Wave Of TV Advertising

    May 28, 2009 | David Card, Kim Le Quoc

    As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or...

  • Report Six Ways Online Publishers Can Boost CPMs

    March 19, 2009 | Sarah Rotman Epps

    With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

  • Report Persuasive Consumers Are Socially Connected

    February 17, 2009 | Josh Bernoff

    Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...

  • Report Choosing The Right Media Mix: Europe

    From Creating Awareness To The Act Of Purchase
    December 18, 2008 | Kim Le Quoc, Jaap Favier

    Media planning is ever more complex and dynamic. Europeans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive...

  • Report Who Still Loves Ads?

    Use Ad Affirmers To Drive Sales And Brand Awareness
    November 7, 2008 | Shar VanBoskirk

    Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not...

  • Report Technographics® Insight: The 2008 Update On Spanish-Preferring Online Hispanics

    October 30, 2008 | Tamara Barber

    This Technographics Insight takes a look at Hispanic PC activities by language dominance in 2008.

  • Report Technographics® Insight: Understanding Trust In Customer Ratings And Reviews

    September 18, 2008 | Reineke Reitsma

    This Technographics® Insight takes a look at consumers¿ trust of online customer ratings and reviews in the US. It compares differences in attitudes and behaviors among consumers who generally...

  • Report Consumer Interests Drive Email Opens

    Forrester's Email Opens Index Clarifies Marketer Priorities
    September 15, 2008 | Julie M. Katz

    Marketers strive to increase email open rates, but they're misguided as to what motivates consumers to open messages. Forrester's email opens index reveals that consumers' personal motivations...

  • Report Building Gen Y's Multichannel Media Profile

    A Multichannel Profile Arms Marketers With Facts To Guide Channel Investments
    May 23, 2008 | Ted Schadler

    This report is a graphical summary and data-driven analysis of how US Gen Y consumers (ages 18 to 27) use media and advertising in the television, print, and online channels. We chart Gen Yers...

  • Report Europeans Still Enjoy Their Television

    Reaching Europeans: From Creating Awareness To The Act Of Purchase
    April 25, 2008 | Kim Le Quoc

    In 2007, about 60% of the overall European population browsed the Net, no matter where they were connecting from, up from 53% in 2004. However, most consumers still develop brand awareness by...

  • Report Technographics® Survey Highlights: Asia Pacific Technographics Survey, Q4 2007

    February 22, 2008 | Dia Ganguly

    This highlight deck summarizes the key findings from Forrester¿s Asia Pacific Technographics® Survey, Q4 2007. This deck covers Internet, mobile, and television adoption, behaviors, and advertising...

  • Report Survey Highlights: Hispanic Consumer Technology And Marketing Phone Survey, Q1 2007

    August 28, 2007 | Tamara Barber

    This highlight deck reviews the key findings from the Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2007. This survey covered questions given to Hispanic adults around...

  • Report Gay, Lesbian, And Bisexual Media Consumption And Attitudes Toward Marketing

    May 11, 2007 | J. P. Gownder

    Gay, lesbian, and bisexual (GLB) households are an ideal group for technology marketers, with above-average adoption of most technology devices and activities. But, what is the best way to reach...

  • Report Gay, Lesbian, And Bisexual Technology Adoption, 2006

    May 11, 2007 | J. P. Gownder

    Although gay, lesbian, and bisexual (GLB) households represent a little more than 3% of all households, as a group they make an ideal segment for tech marketers to sell to -- they have more...

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