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 Customer Intelligence Professionals

The Privacy Exchange Disconnect

Marketers Must Show Value For Consumer Information

by Dave Frankland, November 16, 2009

Consumers and marketers have contradictory impressions of the value marketers provide in exchange for the consumer data they collect. Marketers claim they deliver more relevant products, services, and ads based on the consumer information they capture. . . .

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

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 UK Firms Use Database Marketing Services

by Dave Frankland, May 14, 2009

We surveyed 88 UK marketers who outsource database marketing services about their outsourcing habits and preferences. Most turn to service providers for database, analytics, and measurement but keep them away from their strategy, creative, and campaign . . .

For Customer Intelligence Professionals

The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

No Outright Leader Within A Fragmented Market

by Dave Frankland, May 14, 2009

For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to the UK market. In Forrester's 77-criteria evaluation . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Marketing Leadership Professionals

Understanding The Marketing And IT Relationship

by Suresh Vittal, Jennifer Joseph McGann, March 31, 2009

Forrester surveyed 224 direct marketers to understand how relations with internal and external partners affect technology adoption. Across the board, marketers recognize the need to improve customer information systems and measurement technologies in . . .

For Marketing Leadership Professionals

Case Study: First Tennessee Bank Elevates Customer Insight To The C-Suite

by Dave Frankland, March 3, 2009

First Tennessee Bank leverages insight from its marketing and customer analytics team throughout its business. However, five years ago, the team had limited intelligence on its customers and leveraged a marketing customer information file (MCIF) data . . .

For Marketing Leadership 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 . . .

For Marketing Leadership Professionals

How Direct Marketers Can Weather The Economic Storm

by Dave Frankland, February 11, 2009

In June, we surveyed 84 direct and database marketers about their spending plans for the next three years and probed about how an economic slowdown might affect their planned spending. What did we find? Although marketers expected DM budgets to grow, . . .

For Marketing Leadership Professionals

Marketing Technology Adoption 2009

Direct And Database Marketing Panel Data From Q3 2008

by Suresh Vittal, January 28, 2009

Forrester surveyed 224 direct and database marketers in Q3 2008 to understand their marketing technology usage, plans, and budgets. Direct marketers tell us that insufficient measurement and a lack of a centralized view of their customers limit their . . .

For Marketing Leadership Professionals

Q&A: Five Web Analytics Answers Direct Marketers Must Know

by Megan Burns, Suresh Vittal, October 14, 2008

Web analytics data is one of the few pieces of customer data that direct marketers have not yet integrated into their customer databases. This is a missed opportunity for most direct marketers: Web analytics data helps marketers deepen their understanding . . .

For Marketing Leadership Professionals

Six Success Factors For Outsourcing Customer Analytics

by Dave Frankland, July 11, 2008

Customer analytics is a critical function in leading marketing organizations. Leaders leverage customer analytics to optimize campaigns, dictate contact strategy, and boost profitability. But analytic resources are in short supply, and many organizations . . .

For Marketing Leadership Professionals

Database Marketing Fundamentals For B2B Marketers

by Dave Frankland, June 27, 2008

Well-executed database marketing increases customer engagement, better aligns marketing activity with sales results, and improves marketing efficiency. However, business-to-business (B2B) marketers must overcome four unique challenges to maximize database . . .

For Marketing Leadership Professionals

Creating A Multichannel View Of Your Customer

Expanding Online Visibility Is Key To Improving Marketing's Effectiveness

by Suresh Vittal, June 19, 2008

A comprehensive view of the customer helps marketers deliver productive customer experiences, support marketing measurement, and drive new business opportunities. However, despite longstanding efforts, today's customer databases lack the information to . . .

For Interactive Marketing Professionals

How To Measure The Value Of An Email Address

by Julie M. Katz, May 16, 2008

Few marketers calculate the value of their email subscribers because they think it's too difficult. But understanding the value that email subscribers bring can help justify acquisition costs and build stronger customer relationships. Forrester's three-step . . .

For Marketing Leadership Professionals

Database Marketers Evolve Their ROI Measurement

Customer Value Metrics Supersede Basic Operational Counts

by Suresh Vittal, March 12, 2008

We surveyed 107 direct and database marketers to understand their measurement successes and shortcomings and found that 69% percent of respondents say they are at least somewhat effective at measuring ROI. Despite this success, these marketers face several . . .

For Marketing Leadership Professionals

The Customer Database Amps Up Its Influence

Findings From Forrester's Recent State Of The Customer Database Study

by Dave Frankland, March 11, 2008

The customer database — initially built in most organizations to support direct marketing (DM) — is increasingly being used far beyond its original purpose. As an update to a 2005 study, we surveyed 107 database marketers about their database content . . .

For Marketing Leadership Professionals

The State Of The Database Marketing Organization in 2008

Findings From Forrester's Database Marketing Benchmark Study

by Suresh Vittal, March 7, 2008

Database marketing organizations say they want to be involved with every customer contact across the company. We surveyed 107 database marketing professionals to understand how close they were to reaching their goal. We found that a minority of the market . . .

For Marketing Leadership Professionals

Fair Isaac Needs To Integrate Analytics To Shake Off Its Service Bureau Legacy

The Forrester Wave™ Vendor Summary, Q4 2007

by Dave Frankland, November 2, 2007

Fair Isaac offers a range of services and technologies for enterprise clients, but most of its database clients have service bureau relationships for data processing and database management. Its highly regarded analytics capabilities are usually "bolt-on" . . .

For Marketing Leadership Professionals

Advanced Analytical And Strategic Services Propel The Allant Group Forward

The Forrester Wave™ Vendor Summary, Q4 2007

by Dave Frankland, November 2, 2007

In the two years since we last evaluated database marketing service providers, The Allant Group has honed its delivery of analytically and strategically led database engagements. Allant targets enterprise opportunities in select industries, and its integrated . . .

For Marketing Leadership Professionals

KnowledgeBase Marketing Advances With Integrated Strategy And Analytics

The Forrester Wave™ Vendor Summary, Q4 2007

by Dave Frankland, November 2, 2007

In the two years since we last evaluated database marketing service providers, Knowlegebase Marketing (KBM) has continued its analytic and strategic approach to service delivery and, through the purchase of DataCore, has acquired a full-service midmarket . . .

For Marketing Leadership Professionals

Equifax Shines As An Integrated Midmarket Database Marketing Service Provider

The Forrester Wave™ Vendor Summary, Q4 2007

by Dave Frankland, November 2, 2007

Equifax Database Services (Equifax DBS) offers flexible, pragmatic, and integrated solutions best suited for midmarket opportunities. Primarily focused on financial services, media, retail, and travel companies, Equifax DBS integrates strategy, technology, . . .

For Marketing Leadership Professionals

Experian Marketing Services Offers Scalable Databases And A Broad Range Of Services

The Forrester Wave™ Vendor Summary, Q4 2007

by Dave Frankland, November 2, 2007

In the two years since we last evaluated database marketing service providers, Experian Marketing Services has invested to improve its service delivery, enhance its strategic and proactive advice, and deliver an integrated offering. The company still . . .