For Customer Intelligence Professionals

How To Make Social Media Data Actionable

Introducing The Four P's Of Social Intelligence

by Zach Hofer-Shall, April 28, 2010

Social media provides Customer Intelligence (CI) professionals with a wealth of customer data. But every piece of valuable insight is surrounded by noise. Cutting through that noise and getting to the actionable insight within social media takes time . . .

For Customer Intelligence Professionals

Trends In Cross-Channel Campaign Management

Emerging Channels Outpace Existing Solutions

by Suresh Vittal, April 14, 2010

We recently surveyed 167 marketers using cross-channel campaign management (CCCM) solutions about their marketing programs and preferences. Users are generally satisfied with their cross-channel campaign management solutions, but challenges exist — especially . . .

For Business Process Professionals

Trends 2010: Customer Relationship Management

Eleven Trends Shape CRM Technology Adoption Agendas

by William Band, February 9, 2010

As the economy recovers, what are the key trends that will drive customer relationship management (CRM) strategies and technology adoption in 2010? Business and IT professionals who support customer-facing business processes must take into account 11 . . .

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 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 Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

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

Creating A Customer Contact Governance Council

Successful Contact Strategies Require Cross-Functional Support

by Suresh Vittal, September 10, 2009

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers . . .

For Market Research Professionals

Sources That Influence Telecom And Network Purchasing Decisions Of Canadian VSB/SMBs: 2009

by Ellen Daley, August 7, 2009

Using data from BDS' Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009 survey, Forrester Research examines Canadian SMBs and very-small businesses (VSBs) and the sources of information that influence their telecom . . .

For Market Research Professionals

Enterprise Buying Influences In Emerging Markets, 2009

by Ellen Daley, August 7, 2009

From: Enterprise Global Technology Adoption Survey, Asia Pacific, Latin America, Middle East, And Africa, Q1 2009

For Customer Intelligence Professionals

Marketers: Stop The Abuse! Adopt Preference Management

Consumers Are Losing Trust And Patience With Marketers

by Dave Frankland, July 22, 2009

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of preference management in practice and the similarities . . .

For Customer Intelligence Professionals

Six Steps To Improving Email Delivery

Why Email Marketers Are Struggling To Break Through The Inbox

by David Daniels, July 15, 2009

Overburdened marketers are largely failing to implement core delivery best practices such as message authentication schemes. With a forecasted $144 million dollars in email marketing spending in 2014 to be wasted on messages that never get delivered, . . .

For Interactive Marketing Professionals

Committing To Meaningful Digital Metrics

by Emily Riley, July 15, 2009

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure . . .

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

Sharpening Web Site Relevance

Tactics For Delivering Meaningful Online Experiences

by John Lovett, July 1, 2009

Relevance is the gold that marketers seek and the means by which customer intelligence professionals secure their tenure. Marketers require relevance to reach customers in our increasingly cluttered and information-overloaded environment. The recipe for . . .

For Customer Intelligence Professionals

Social Tools Help Pharma Marketers Build Customer Intelligence

Why Pharma Should Integrate Social Into The Multichannel Customer View

by Carlton A. Doty, June 24, 2009

The pharmaceutical industry faces significant sales and marketing challenges as many of its blockbuster drugs come off of patent and access to healthcare providers becomes increasingly restricted. In the midst of this doom and gloom, some pharma marketers . . .

For Interactive Marketing Professionals

Why Consumers Subscribe To Financial Services Emails

Understand How To Find New Email Subscribers And Keep Their Interest

by Julie M. Katz, June 24, 2009

Marketing emails from financial institutions have grown substantially. Despite this growth, consumers remain skeptical about financial services emails. To counter the skepticism, email marketers should increase the amount of information and control consumers . . .

For Interactive Marketing Professionals

US Email Marketing Forecast, 2009 To 2014

by David Daniels, June 12, 2009

Email adoption and use by consumers and businesses alike remain strong, with 153 million online adults regularly using email by 2014. Social inbox users will total 47 million in 2014, but will ultimately level off based on the blurring lines of the "traditional" . . .

For Customer Intelligence Professionals

US Web Analytics Forecast, 2008 To 2014

The Future Brings A Shift In Role

by John Lovett, May 27, 2009

If we were to equate Web analytics to a human life stage, 2009 places us squarely in awkward adolescence. After some explosive prepubescent growth, the Web analytics market is beginning to develop its own footing, yet significant change is imminent and . . .

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 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 . . .