Search Results
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Report The Financial Payback For Marketing Measurement
Business Case: The Marketing Measurement And Insights Playbook
December 10, 2019 | Jim Nail, Michelle BishopAs marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...
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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 proactively analyzing results and optimizing future marketing plans. To make...
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Report Create An Omnichannel Advertising Strategy Centered On Customer Experience
Executive Overview: The Omnichannel Advertising Playbook
November 22, 2019 | Joanna O'ConnellB2C 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...
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Report The Future Of Omnichannel Advertising Must Be Customer Obsessed
Vision: The Omnichannel Advertising Playbook
November 8, 2019 | 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 Predictions 2020: Privacy And Data Ethics
Marketers Fight To Retain Access To Consumer Data As Regional Regulations Make A Global Impact In Courtrooms And Boardrooms
2020 is poised to be the "year of the privacy regulator." As a result, privacy and data ethics will rightfully take their place on the boardroom agenda. This report lays out Forrester's five...
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Report Predictions 2020: Media
Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020
2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...
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Report The Forrester Wave™: Social Suites, Q4 2019
The Eight Providers That Matter Most And How They Stack Up
October 9, 2019 | Jessica LiuIn our 40-criterion evaluation of social suites providers, we identified the eight most significant ones — Clarabridge, Facelift, Falcon.io, Hootsuite, Khoros, Salesforce, Socialbakers, and...
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Report Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward
Assessment: The Omnichannel Advertising Playbook
October 2, 2019 | Joanna O'ConnellB2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity...
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Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019
Tools And Technology: The Marketing Measurement And Insights Playbook
You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...
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Report The Forrester Wave™: Performance Marketing Agencies, Q3 2019
The 12 Agencies That Matter Most And How They Stack Up
In our 28-criterion evaluation of performance marketing agencies, we identified the 12 most significant ones — 360i, 3Q Digital, DAC Group, GroupM Performance, iCrossing, iProspect, Jellyfish,...
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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 WarnerToday's empowered customers expect consistent, relevant experiences in their moments of need. Real-time interaction management (RTIM) provides the critical marketing technology (martech)...
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Report Forrester Analytics: Digital Marketing Tracker, Q2 2019
ForecastView Document
Forrester's Digital Marketing Tracker provides marketers and media professionals with a quarterly update of online advertising revenue trends globally. The tracker captures revenue and user data...
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Report Amazon Will Disrupt The Advertising Ecosystem
Is Your Company Prepared?
September 3, 2019 | Collin ColburnAmazon Advertising experienced explosive growth in 2018. The advertising industry is abuzz about this new entrant and its chances of taking down the current duopoly, Facebook and Google. This...
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Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019
The 13 Providers That Matter Most And How They Stack Up
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,...
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Report Forrester Analytics: Social Media Advertising Forecast, 2019 To 2023 (Global)
ForecastView Document
Social is the fastest-growing digital advertising channel globally in the next five years. Marketers must understand what's driving this spend and adjust their spending strategies to match. This...
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Report Forrester Analytics: Online Display Advertising Forecast, 2019 To 2023 (Europe)
ForecastView Document
August 7, 2019 | Brandon VerblowWith the implementation of GDPR, online display advertising spend will face greater headwinds than other digital ad channels. Marketers, publishers, and adtech firms should read this report to...
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Report Derive Earned Media's True Value
Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...
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Report Blockchain: What Marketers Need To Know
Distributed Ledger Tech (DLT) Will Pave A Path To Transparency, Slowly
B2C marketers recently realized that they have little understanding of their digital advertising supply chain — how it works and where their money is going. And when they pushed for greater...
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Report Facebook, Inc.'s Scandals Will Not Doom The Company
Regulation Will Only Strengthen It In The Short Term
June 19, 2019 | Jessica Liu2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...
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Report The State Of Social Advertising
Rapid Growth Belies Consumer, Advertiser, And Technology Conflicts
Social advertising is commanding an ever-increasing portion of B2C marketers' media buys. Despite this growth, stakeholders in the social advertising ecosystem — consumers, advertisers, and...
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Report Forrester Analytics: Online Video Forecast, 2018 To 2023 (Asia Pacific)
ForecastView Document
June 17, 2019 | Meenakshi TiwariVideo is a win-win medium for consumers, marketers, and digital platforms. It provides consumers with immersive content and also gives a higher return on investment and revenue to marketers and...
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Report Now Tech: Omnichannel Media Management, Q2 2019
Tools And Technology: The Omnichannel Advertising Playbook
June 14, 2019 | Joanna O'ConnellAn 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...
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Report The Forrester Wave™: Data Management Platforms, Q2 2019
The Seven Providers That Matter Most And How They Stack Up
June 13, 2019 | Tina Moffett, Arleen ChienIn our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...
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Report Forrester Analytics: Digital Marketing Tracker, Q4 2018
ForecastView Document
Forrester's Digital Marketing Tracker provides marketers and media professionals with a quarterly update of online advertising revenue trends globally. The tracker captures revenue and user data...
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Report Forrester Analytics: Social Media Advertising Forecast, 2018 To 2023 (US)
ForecastView Document
Social media has provided marketers with some of the most effective tools ever developed for targeting potential customers, and in the process it has garnered a massive share of firms' advertising...