For 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 — 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 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 eBusiness & Channel Strategy Professionals

The Future Of The eCommerce Platform

Dropping The "E" In eCommerce

by Brian K. Walker, May 18, 2009

eCommerce has come into its own as a key channel for both direct-to-consumer and business-to-business (B2B), and platform solutions to enable them have followed suit. But eCommerce continues to evolve quickly. With the channel increasingly being at the . . .

For Marketing Leadership Professionals

Campaign Management Needs A Reboot

The Next Generation Must Simplify Use And Support Multiple Channels

by Suresh Vittal, April 2, 2009

Marketers find that current campaign management tools — while good for defining communications in traditional channels like direct mail and email — struggle to keep up with numerous digital, inbound, and emerging channels. The economic slowdown forces . . .

For Business Process & Applications Professionals

How To Choose The Right Enterprise Marketing Software

Eight Key Questions To Make Better Decisions

by William Band, March 2, 2009

The marketing software vendor landscape is crowded and confusing. This makes selecting the right solution a daunting task for CRM professionals. Forrester has identified eight questions that can help you make the right choice. Use them to untangle the . . .

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

Selecting The Right Enterprise Marketing Software

by Suresh Vittal, July 18, 2008

Most approaches to selecting marketing technologies are plagued with market confusion, poor capabilities, and lack of support from a critical partner — IT. Forrester has identified eight questions that help marketers ensure that their own process lands . . .

For Information & Knowledge Management Professionals

The Persuasive Content Architecture

Understanding How To Apply ECM To Marketing's Business Objectives

by Craig Le Clair, Stephen Powers, July 2, 2008

Customer experience expectations rise each year as customers want faster responses to requests, more conversational interactions, and more relevant content. Marketers now find themselves under pressure to better manage content associated with their outbound . . .

For Marketing Leadership Professionals

Five Tools And Technologies To Measure Engagement

by Brian Haven, Suresh Vittal, April 22, 2008

Measuring engagement is no simple task: It requires a cross-channel, data-intensive approach that strains today's measurement processes and the underlying technology that supports them. Furthermore, marketers attempting to measure engagement without the . . .

For Marketing Leadership Professionals

Top 10 Strategies To Successfully Implement Your Enterprise Marketing Platform

Lessons Learned From Forrester Wave™ Evaluation Customer References

by Suresh Vittal, April 11, 2008

Marketers are in agreement; enterprise marketing platforms are critical for managing integrated, cross-channel marketing programs and improving marketing's efficiency. But firms that put a lot of time and effort into selecting a marketing platform vendor . . .

For Business Process & Applications Professionals

Topic Overview: Customer Relationship Management 2008

by William Band, March 25, 2008

Forrester's customer relationship management (CRM) research helps CRM professionals embrace best practices — from process optimization to technology implementation — to improve the customer experience and drive top-line growth. Our research spans marketing, . . .

For Marketing Leadership Professionals

The Forrester Wave™: Enterprise Marketing Platforms, Q1 2008

Unica And Aprimo Are Leaders; Oracle (Siebel) Leads A Pack Of Strong Performers

by Suresh Vittal, January 17, 2008

Eighty-three percent of marketers, a significant majority, tell us that they need a comprehensive marketing suite to improve their effectiveness. Enterprise marketing platform vendors that aspire to deliver this solution suite are currently unable to . . .

For Marketing Leadership Professionals

Forecast: Global Enterprise Marketing Platforms: 2007 To 2013

Software-As-A-Service Solutions Must Mature To Drive Widespread Adoption

by Suresh Vittal, August 27, 2007

Today, marketers must work with many disparate applications to analyze, plan, execute, and measure their activities. This web of applications creates silos of information that decrease marketing efficiency and make it difficult for marketing leaders to . . .

For Marketing Leadership Professionals

Topic Overview: Enterprise Marketing Software

by Suresh Vittal, August 26, 2007

Along with the declining effectiveness of traditional advertising channels, marketers also face the pressures of increased budget scrutiny and the challenge to deliver measurable ROI. Marketers agree that a comprehensive marketing suite would help overcome . . .

For Marketing Leadership Professionals

Eight Marketing Technologies That Enable Customer Centricity

by Suresh Vittal, June 5, 2007

Many marketers are abandoning their traditional product focus and trying to adopt a more customer-centric one. But doing so requires the use of numerous technologies that facilitate deep customer understanding and better targeting of offers. To help, . . .

For Marketing Leadership Professionals

The Enterprise Marketing Software Landscape

by Suresh Vittal, May 7, 2007

Marketers agree that they need a more comprehensive marketing suite to increase their effectiveness. And why not? A suite that integrates activities across the full marketing life cycle would help increase relevance, improve customer experiences, increase . . .

For Marketing Leadership Professionals

Marketing Technology Adoption 2007

Forrester's Q4 2006 Marketing Benchmark Online Survey

by Elana Anderson, April 26, 2007

We recently surveyed 221 marketing technology decision-makers and influencers to discover their priorities and plans for technology adoption in 2007. Respondents resoundingly agree that improving customer experiences is their top technology theme — in . . .

For Interactive Marketing Professionals

Web Analytics Finally Meets Marketing Execution

Omniture Adds A Touch Of Clarity To Its Vision For An Online Marketing Suite

by Suresh Vittal, February 16, 2007

Most firms that want Web analytics already have it, leaving vendors in the Web analytics market scrambling for a growth strategy. But apart from a rash of marketing messages like "analytics in action," little of note has changed. Until now. Omniture's . . .

How Technology Enables Inbound Marketing

Evaluate Interaction Management To Optimize Real-Time Recommendations

by Suresh Vittal, January 9, 2007

Most firms use or plan to use inbound customer interactions as an opportunity to cross-sell and upsell their products and services. Inbound channels are attractive to marketers — there's no clutter to cut through. But, marketers that use these channels . . .

For Interactive Marketing Professionals

Cymfony Leads With A Complete Brand Monitoring Offering

The Forrester Wave™ Vendor Summary, Q3 2006

by Peter Kim, September 13, 2006

Cymfony finishes as a Leader in our Forrester Wave™ evaluation of brand monitoring solutions. Its Orchestra product offers the strongest overall functionality, a robust user interface, and the most extensive coverage of data sources in the brand . . .

For Interactive Marketing Professionals

The Forrester Wave™: Brand Monitoring, Q3 2006

Nielsen BuzzMetrics And Cymfony Lead In Our Category Evaluation

by Peter Kim, September 13, 2006

The power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices. To find out how the emerging technology solutions that address this challenge stack up, Forrester evaluated . . .

For Interactive Marketing Professionals

Factiva Offers A Globally Focused Brand Monitoring Solution

The Forrester Wave™ Vendor Summary, Q3 2006

by Peter Kim, September 13, 2006

Factiva is on the edge of the Strong Performer category of our Forrester Wave™ evaluation of brand monitoring solutions. The vendor's Reputation Intelligence solution is a brand monitoring product with solid core functionality and above-average . . .

For Interactive Marketing Professionals

Nielsen BuzzMetrics Leads With A Strong Brand Monitoring Strategy

The Forrester Wave™ Vendor Summary, Q3 2006

by Peter Kim, September 13, 2006

Nielsen BuzzMetrics finishes as a Leader in our Forrester Wave™ evaluation of brand monitoring solutions. Overall, we found that the vendor has the strongest strategic vision and currently competes at a scale unmatched by any other competitor. Nielsen . . .

For Interactive Marketing Professionals

Brandimensions Provides Vertical-Specific Brand Monitoring

The Forrester Wave™ Vendor Summary, Q3 2006

by Peter Kim, September 13, 2006

Brandimensions finishes as a Contender in our Forrester Wave™ evaluation of brand monitoring solutions. The vendor concentrates on brand monitoring specifically within online content and is focused deeply on three verticals: automotive, media, and . . .

For Interactive Marketing Professionals

MotiveQuest Delivers Strategy-Led Brand Monitoring Services

The Forrester Wave™ Vendor Summary, Q3 2006

by Peter Kim, September 13, 2006

In our Forrester Wave™ evaluation of brand monitoring solutions, MotiveQuest is well positioned in the Strong Performer category. Contrary to other vendors in the market, MotiveQuest heavily emphasizes its services and positions itself as a technology-enhanced . . .