For Interactive Marketing Professionals

Interactive Marketing Priorities For SMBs

by Shar VanBoskirk, August 13, 2010

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with their ability to successfully execute interactive marketing programs. . . .

For Customer Intelligence Professionals

The Forrester Wave™: Online Testing, Q3 2010

Adobe And Autonomy Lead A Pack Of Strong Performers

by Joe Stanhope, August 13, 2010

In Forrester's inaugural evaluation of online testing vendors, we researched eight companies across 82 criteria. We found that Adobe and Autonomy lead the pack because of their consistent strength across the full range of capabilities and their support . . .

For Interactive Marketing Professionals

Consumer Goods Interactive Spend Outpaces Other Industries'

by Shar VanBoskirk, April 7, 2010

Consumer product goods (CPG) companies are expected to grow their interactive marketing spend by a 22% compound annual growth rate (CAGR) — more than any other industry. This shift occurs as marketers seek to combat recessionary effects, further engage . . .

For Customer Intelligence Professionals

Defining Social Intelligence

Driving Customer Insight Through Social Media Data

by Zach Hofer-Shall, March 12, 2010

Listening platforms power marketers as they collect and track their brands, products, and customers through social media. But marketers struggle to fully make use of these insights from the masses of data available. Marketers must turn to Social Intelligence, . . .

For Interactive Marketing Professionals

Demystifying The DSP

How Demand-Side Platforms Will Optimize Online Media Buying

by Shar VanBoskirk, March 2, 2010

Current market conditions complicate the already difficult process of online media buying. But new technologies in the form of demand-side platforms (DSPs) are appearing to streamline and improve online media buying. DSPs allow marketers to discover, . . .

For Customer Intelligence Professionals

How Technology Supports Distributed Marketing Organizations

by Suresh Vittal, January 20, 2010

Most marketing organizations struggle to manage the burgeoning complexity associated with brands, regions, and channels and the resulting issues around brand consistency, program ownership, and speed-to-market. Few marketing applications are set up to . . .

For Customer Intelligence Professionals

The Forrester Wave™: Cross-Channel Campaign Management, Q4 2009

Unica And SAS Are The Leaders, With Alterian, Aprimo, Neolane, And Oracle Commanding A Pack Of Strong Performers

by Suresh Vittal, December 14, 2009

Changing consumer behavior and the overall ineffectiveness of traditional marketing programs ensure that basic campaign management tools are set to go the way of the dodo. Marketers are therefore looking for cross-channel campaign management (CCCM) solutions . . .

For Interactive Marketing Professionals

Selecting An Attribution Vendor

by Emily Riley, December 3, 2009

As marketers look to move beyond the dated and ineffective last-click standard, attribution vendors serve a critical role in providing deeper and more complete insight into marketing performance. However, with attribution vendors offering vastly different . . .

For eBusiness & Channel Strategy Professionals

eBusiness Professionals: Plan Your Customer Intelligence Strategy Now

How To Develop A Focused Customer-Centric Approach

by Brian K. Walker, November 16, 2009

The importance of eBusiness professionals to the customer intelligence (CI) effort is clear. As owners of the online profit and loss (P&L), they must align with the CI command center to drive a true multichannel, multipronged approach, which Dave . . .

For eBusiness & Channel Strategy Professionals

Adaptive Brand Marketing: An eBusiness Perspective

by Sucharita Mulpuru, November 13, 2009

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep . . .

For CMO & Marketing Leadership Professionals

Marketing Leaders Take On Technology

So What Happens Now?

by Lisa Bradner, October 28, 2009

Marketing leaders understand that technology is critical to their success &mdash 61% of marketers in our survey agree that "marketing technology is a key component in my marketing organization's success." To get the most from their technology investments, . . .

For Interactive Marketing Professionals

The Forrester Wave™: Interactive Attribution, Q4 2009

ClearSaleing, Visual IQ, And Atlas Lead, With [x+1] And Coremetrics Close Behind

by Emily Riley, October 20, 2009

In Forrester's 44-criteria evaluation of interactive attribution vendors, we found that while no vendor offers a fully formed solution, ClearSaleing, Visual IQ, and Atlas lead the pack. ClearSaleing, a standalone attribution tool with rich modeling, comes . . .

For Customer Intelligence Professionals

The Online Testing Vendor Landscape

A Mature Discipline Offers The Next Frontier In Site Optimization

by John Lovett, October 20, 2009

Online testing is an underused technology solution in the burgeoning field of Web site optimization. Numerous methodologies and testing disciplines exist, each with evidence of success in improved Web site usability, increased relevance, and elevated . . .

For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged &mdash giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such . . .

For Customer Intelligence Professionals

The Intelligent Approach To Customer Intelligence

A Framework For Turning Customer Data Into Smart Business Strategy

by Dave Frankland, October 16, 2009

Marketers who measure the impact of their Customer Intelligence (CI) say that it not only boosts campaign-specific metrics but also improves customer acquisition, retention, and satisfaction, as well as revenue, profitability, and customer value. Yet, . . .

For Customer Intelligence Professionals

The Marketing And Customer Analytics Software Landscape

Unraveling A Potpourri Of Technology Options For Customer Analysis

by Suresh Vittal, October 16, 2009

Marketers recognize that Customer Intelligence is rapidly becoming a mission-critical discipline. This should come as no surprise — valuing, targeting, and retaining the best customers are skills in high demand. But few marketing organizations can muster . . .

For CMO & Marketing Leadership Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

For Customer Intelligence Professionals

Adobe's Acquisition Of Omniture Rocks Online Marketing

by Suresh Vittal, John Lovett, September 24, 2009

On September 15, 2009, Adobe announced that it would acquire Omniture for $1.8 billion. Adobe's CEO, Shantanu Narayen, promised that the combined entity would help marketers "realize the full value of their digital assets." Forrester believes that while . . .

For Customer Intelligence Professionals

The Forrester Wave™: Web Analytics, Q3 2009

Omniture, Coremetrics, Unica, And Webtrends Lead, With Nedstat Close

by John Lovett, July 23, 2009

In Forrester's evaluation of eight Web analytics vendors, we reviewed 105 criteria that exposed a tight Leader board because of each vendor's ability to process copious amounts of data and offer robust customization capabilities. Leaders in this field . . .

For CMO & Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For Customer Intelligence Professionals

SMB Marketing Technology Adoption

Findings From Our Q3 2008 Direct And Database Marketing Panel Data

by Suresh Vittal, May 22, 2009

Forrester surveyed 224 direct marketers in Q3 2008 about their technology adoption plans. This report drills into the technology adoption trends of our small and medium-size business (SMB) respondents. SMB marketers continue to pursue improvements to . . .

For Customer Intelligence Professionals

How To Choose A Listening Platform

Five Questions To Guide The Selection Process

by Suresh Vittal, May 5, 2009

Marketers are using listening platforms to keep up with the rapidly evolving world of online discussions. But a crowded and immature marketplace with many confusing messages makes selecting the right listening platform challenging. To help, Forrester . . .

For Customer Intelligence Professionals

Optimizing Email Marketing In An Economic Slowdown And Its Impact On Vendor Selection

by David Daniels, March 13, 2009

The current economic environment puts increased pressure on email marketers against which they must adjust their practices and strategies. A July 2008 JupiterResearch/Clickz survey of 286 email marketing executives reveals classic challenges of constrained . . .

For Customer Intelligence Professionals

A Framework For Multicampaign Attribution Measurement

A Framework For Measurement

by John Lovett, February 19, 2009

Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to 275 Web site decision-makers surveyed in 2008, a full . . .

For Customer Intelligence Professionals

What's Your Web Data Integration Strategy?

Marketing Data Reveals Better Insight With Integration

by John Lovett, February 19, 2009

Customer data is perpetually amassing for marketers with each new campaign, Web site visit, and email delivered, thus creating unprecedented stores of Web data. This information is often siloed within disparate applications providing shallow customer . . .