For Customer Intelligence Professionals

Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

by Joe Stanhope, August 3, 2010

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's marketing accountability framework provides a structural . . .

For Interactive Marketing Professionals

The ROI Of Social Media Marketing

A Balanced Marketing Scorecard Thoroughly Validates Social Media Value

by Augie Ray, July 16, 2010

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI (return on investment) of social media?" but financial . . .

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

The Marketing Accountability Index

How Customer Intelligence Can Drive Irrefutable Marketing Results

by Carlton A. Doty, March 23, 2010

Constantly changing customer behavior and an amorphous mix of marketing channels impede Customer Intelligence (CI) professionals' efforts to drive more accountability into their respective marketing organizations. Our latest research uncovers 40 best . . .

For Technology Product Management & Marketing Professionals

How To Assess The Impact Of Social Media In B2B Tech Marketing

by Laura Ramos, February 23, 2010

As business-to-business (B2B) marketers experiment more with social media like blogs, Facebook, LinkedIn, Twitter, and YouTube, they worry if venturing into uncharted social waters will pay off in tangible business results. Rather than trying to discern . . .

For Interactive Marketing Professionals

Benchmarks And Best Practices For Online Video Advertising

The 2009 US Online Video Advertising WebTrack

by Nate Elliott, February 4, 2010

With users consuming more online video than ever, marketers are set to spend more than $1 billion on online video advertising in 2010. We watched nearly 50 hours of video on 87 Web sites to learn more about how publishers and marketers are deploying in-video . . .

For Market Research Professionals

Online African Americans: A Demographic Profile

by Ina Mitskaviets, February 1, 2010

Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active online and in their interactions with various media sources, . . .

For CMO & Marketing Leadership Professionals

Why Consideration And Preference Are A Priority

Marketing Leaders Should Shift Budgets For Regular Purchases

by David M. Cooperstein, January 27, 2010

Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US consumers told us they usually start shopping without a specific . . .

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 CMO & Marketing Leadership Professionals

US TV Ad Spending Forecast, 2009 To 2014

Cable And Advanced TV Advertising Drive Return To Modest Growth

by David M. Cooperstein, January 15, 2010

Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the recession rather than marketing mix shifts. As the economy recovers, . . .

For CMO & Marketing Leadership Professionals

The Future Of Media Measurement

Preparing For A Convergence Of Measurement Across Channels

by David M. Cooperstein, January 15, 2010

Marketers can't see value in multichannel marketing until they can measure it. TV spending is still the biggest above-the-line expense, even as Internet usage increases and mass media audiences fragment. Yet 65% of marketing leaders think Internet measurement . . .

For Customer Intelligence Professionals

Overcoming The Challenges Of Measuring Influence

by Julie M. Katz, Zach Hofer-Shall, January 8, 2010

Harnessing the power of influencers can give Customer Intelligence professionals valuable insight to help improve their firms' marketing strategies. But for marketers to effectively utilize influence, they must first determine how best to measure it — . . .

For Customer Intelligence Professionals

Defining Influence As A Strategic Marketing Metric

Understanding The Power Of Influencers To Drive Marketing Strategy

by Julie M. Katz, December 30, 2009

Influence is a dynamic concept that marketers use to identify the power of different outlets. In the past marketers treated influence and circulation volume as synonymous terms. Today, influence stands on its own as a powerful but misunderstood indicator . . .

For Interactive Marketing Professionals

Getting Email Marketing Measurement Right

Four Measures That Matter Most

by Shar VanBoskirk, David Daniels, December 30, 2009

While more marketers focus on episodic measures of success that include click-through and open rates, less are honing in on more meaningful metrics that include returns on investment (ROIs), subscriber value, and social activity. Marketers must demand . . .

For Interactive Marketing Professionals

Retailers Boost IM Spend To Drive Online Sales

by Shar VanBoskirk, December 24, 2009

Retailers today account for the largest interactive marketing (IM) spend of all industries due to their direct marketing heritage and reliance on the Web as a sales channel. We expect retail interactive marketing investments to grow to $8.6 billion by . . .

For Interactive Marketing Professionals

Top Social Computing Predictions For 2010

Social Computing Gains Credibility And Accountability

by Emily Riley, December 18, 2009

In 2009, the majority of interactive marketers tested Social Computing tactics, ranging from Facebook pages to blogs and communities. In 2010, marketers will move out of test phase and treat Social Computing as a mature channel, setting budgets and establishing . . .

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 Customer Intelligence Professionals

Case Study: The UK's Channel 4 Decodes Customer Engagement

How To Measure Engagement To Drive Business Results

by Julie M. Katz, November 20, 2009

Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed . . .

For Customer Intelligence Professionals

Marketing Dashboards Advance Strategic Thinking Across The Enterprise

by Julie M. Katz, November 20, 2009

Dashboards allow Customer Intelligence (CI) professionals to better influence marketing strategy and drive corporate activities beyond marketing. But many firms don't use them. Absent a culture of sharing, sufficient resources, and clean data, dashboard . . .

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 Customer Intelligence Professionals

Assessing Your Customer Intelligence Quotient

A Diagnostic Tool To Gauge Your Firm's Customer-Centric Prowess

by Dave Frankland, November 12, 2009

Forrester introduced the concept of a Customer Intelligence (CI) quotient that indentifies three levels of CI maturity in firms: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the Customer Intelligence . . .

For Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For CMO & Marketing Leadership Professionals

Lessons From Online Consultation In Australia

Organizations Worldwide Can Learn From Recent Experiments

by Steven Noble, November 6, 2009

Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but Australia has completed more than 100 online consultations . . .

For Interactive Marketing Professionals

Three Steps To Measuring Social Media Marketing

A Measurement Framework Based On Objectives, Not Technologies

by Nate Elliott, October 29, 2009

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily . . .