Featured Insights

Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer interactions, and marketers are turning to CCCM solutions to support their moments-based marketing capabilities. See our “The Future Of Enterprise Marketing Technology” report for more details […]

In their embrace of new tools and tactics, marketers have at times lost sight of the people they aim to connect with. A shift in approach requires no new investment — but it does require revisiting core assumptions.

Nike Just Does It First, the age of the customer shifted power away from institutions to individuals, drastically reducing the control companies had over their own brands. Then came Amazon: The competitive juggernaut ripped whatever shred of control brands had left, leaving them to figure out the algorithmic enigma of eCommerce while competing on price […]

“When [billing] goes well, no one cares. When it goes wrong, it’s the end of the world,” one business customer summed up. As a digital business strategist, you may not think billing technology is in your purview. But your ability to keep up with market changes and the quality of your customer experiences will depend […]

Over the past 24 months, Forrester has received a significant number of inquiries from clients requesting assistance in their organization design initiatives. There has been a range of more basic questions along with some more nuanced queries: “What are others doing?” “What is the best organization design process?” “What digital capabilities should I be investing […]

Innovating based on instinct is a gamble — the right way is through design research. But its repertoire and relevance are widely misunderstood.

In my four years at Forrester, I’ve crossed paths with a lot of three-letter technologies: CDP, DMP, OTT, ITP, and ETP . . . the list goes on. But MRM, or marketing resource management, has a unique challenge amid this alphabet soup: Marketers rarely call it by its name. Instead, when we speak to marketers, […]

AI is being infused into new and classic software everywhere. However, only one-third of developers claim to know how to test AI-based systems. This report is a call to action for application development and delivery (AD&D) professionals in enterprise organizations to apply testing disciplines and practices to AI-infused applications and address the testing of AI-based autonomous software, which will open up a new world for software testers and their tools. The research related to this post is the first in a series of documents on testing AI-based software. Read the second in the series, "No Testing Means No Trust In AI: Part 2," next.

With the influx of new channel partner types across the ecosystem, moving them quickly and efficiently from recruitment to productivity relies on automated and scalable onboarding technology. Channel leaders can overwhelm new channel partners with too much information that is not relevant to their role or focus. The unfortunate, and too frequent, result is a […]

It’s a magical time of the year . . . Forrester Predictions! It’s like Christmas morning, but there aren’t any cookies or presents under the tree — it’s a different kind of excitement and energy. The research team huddles together, full of anticipation and excitement, reflecting on the year that’s been and looking forward to […]

So we issued our 2020 DevOps predictions, but we were limited in number and format, and there were a lot of great ideas. Here are some of the additional trends Forrester is tracking in DevOps for 2020: The end of plan/build/run and stage gates. We’ve governed and managed IT for decades on the plan/build/run operating model, […]

In light of Nike’s latest news that it will avoid doing business directly with Amazon, I’ll gloat just a little. It reinforces what Forrester has been saying for years, which is that brands in the digital age will need to own more of their destiny and be very mindful of the pitfalls associated with eCommerce. […]

Forrester's leading analysts share what to expect at our 2020 Predictions event in Singapore on November 19.

Adobe’s recent MAX conference featured the usual (impressive) lineup of creative celebrities and new features, many of which are powered by Adobe’s AI engine Sensei — but the event also touched on some larger points that demonstrate companies should: No. 1) Enable a design team to help AI efforts. AI has amazing potential to improve […]

During the past several months, I’ve attended global industry events, analyst days, and vendor customer events from ADP, Workday, the HR Technology Conference & Expo, SAP SuccessFactors, and Unleash World. At the Unleash World event in Paris, and in addition to moderating the talent management track there, I was also a featured speaker and unveiled […]

5G will speed up the transformation of the retail sector by delivering technology building blocks for frictionless end-to-end experiences.

EY’s Asia Pacific Blockchain Summit took place for the second time in Shanghai on November 6. It was an opportunity for EY to showcase its most recent blockchain projects happening around the globe, as proofs of concept or in production. Here are my key observations from this event. EY Is Betting On Public Blockchain For […]

The best CX arises when every employee learns design basics and a pro design team — that's representative of the intended audience — guides the process.