Carlton Doty

VP, Emerging Technology Research

Author Insights

Blog

What Advertisers Must Do Now To Counter The “Fake News” Phenomenon

Carlton Doty January 12, 2017
My colleagues Melissa Parrish, Richard Joyce, Susan Bidel and I spent a lot of time since the US Presidential election researching the effect of the so-called “fake news” epidemic. Why is this so prominent, and why now? The truth is this 2016 election cycle shed an enormous spotlight on a nagging problem for advertisers that […]
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Will Microsoft’s Big Bet On B2B Social Pay Off?

Carlton Doty June 14, 2016
Okay, you’ve read countless opinion pieces on the blockbuster deal where Microsoft paid a notable (nearly 9x) premium for LinkedIn.  One could argue that it’s about time someone snatched up LinkedIn…that was my initial reaction, and perhaps yours too.  But why Microsoft, and why now?  Well, it should be obvious that this is a B2B […]
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Have What It Takes To Win In A Post-Digital World?

Carlton Doty May 4, 2016
We had a fantastic event last week in New York, as 750+ marketing leaders converged on Forrester’s Marketing 2016. The big theme this year was how to succeed as a marketer in a post-digital world. What’s “post-digital” you ask? Well, we’re living in that world today and it’s time to acknowledge it. Digital technology is […]
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MARKETING 2016 Guest Q&A with Antonio Sciuto, Nestlé Waters

Carlton Doty April 25, 2016
The customer journey is vital to success in the age of the customer, and as technology advances, collecting data can help personalize the experience from start to finish. At MARKETING this week, Antonio Sciuto, CMO of Nestlé Waters, will share insight into the company’s brand new ‘war room’ that displays real-time data showing customer journeys […]
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MARKETING 2016 Guest Q&A – The Next Wave: Age Of The Customer

Carlton Doty April 19, 2016
You might have read my blog post last month about why you should attend this year’s MARKETING Forum in New York. The event is just around the corner, and I’m looking forward to all the sessions we have in store that will help marketers learn to deliver brand promise in every customer touchpoint. I recently caught […]
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Why You Should Attend Forrester’s MARKETING 2016 Forum

Carlton Doty March 8, 2016
I’ll be brief, because I know you’re busy. If you’re a customer-obsessed marketer, you should plan to attend Forrester’s annual Forum designed just for you – MARKETING 2016. Join us and 600+ marketing leaders in New York City on April 26-27 as we dive deep into the issues that matter most to you. Our agenda […]
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MarTech + AdTech: An Embarrassment Of Riches

Carlton Doty February 12, 2016
A CMO and a CIO walk into a hotel bar (Let’s call them Tom and Dick). After ordering a drink, Tom says, “Dick, I really need to start working with a DMP this year, and I want your help selecting one.” Dick says, “A DMP? My enterprise architecture team is building a near real-time, self-service […]
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Forrester’s 2016 Predictions: All That Data Will Finally Drive Business Action

Carlton Doty November 10, 2015
Do you consider yourself “data-driven”? If you’re like most business and technology leaders, you do. But the reality is that most businesses have only scratched the surface when it comes to transforming all of that data into insight that drives real business action. In our 2016 predictions report, my colleagues Brian Hopkins, Jennifer Belissent, PhD., […]
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Q&A With Walter Levitt, CMO, Comedy Central

Carlton Doty April 9, 2015
HBO Now. Sling TV. CBS All Access. It seems almost every day we learn about a new deal or a new service that will continue to fragment the way consumers watch the content they love. It’s also just one of the reasons I’m excited to hear from Comedy Central at this year’s Forum for Marketing […]
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Q&A with Lori Tieszen, SVP & CMO, Stoli Group USA

Carlton Doty April 9, 2015
It’s hard to believe it’s been nearly a year since we introduced contextual marketing at our 2014 Forum for Marketing Leaders. At that event, we focused on new approaches to marketing that harness the power of customer context to deliver real-time value in customers’ moments of need. This year’s forum for marketing leaders is right […]
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Q&A with Jim Berra, SVP & CMO, Carnival Cruise Lines

Carlton Doty April 8, 2015
In the wake of a series of negative and well-publicized events in early 2013, Carnival Cruise Lines has since engineered a strong recovery and ranks as the No. 1 improved US brand in terms of consumer perception over the past year. At Forrester’s Forum for Marketing Leaders next week, we’ll hear from Jim Berra, SVP […]
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Marketers Will Use Customer Context To Supercharge Digital Engagement In 2015

Carlton Doty November 10, 2014
In 2014, Forrester outlined a new approach to marketing that requires brands to harness customer context to deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions.  In 2015, we’ll see more marketers obsess over customers’ context. As more interaction data floods customer databases and marketing automation systems, customer-obsessed marketing leaders will strive to orchestrate brand experiences […]
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Blinded By The Dream Of Having A Single Marketing Services Partner?

Carlton Doty October 14, 2014
The Greek philosopher Heraclitus said "the only thing that is constant is change." Well, the CI services landscape seems to live and breath this saying. Today’s market demands are leading traditional database marketing service providers (MSPs) to deliver broader digital marketing capabilities, either through partnerships, acquisitions, or organic growth. While this trend has been unfolding for […]
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Harness The Power Of Customer Context To Deliver Utility

Carlton Doty May 9, 2014
Last month, we had one of our best Forrester Forums For Marketing Leaders that I've been to, and I've been to all of them. With an on-site audience of nearly 1,000 marketing professionals, I really enjoyed hearing from many of you — our valued clients — about your thoughts on the need for new approaches […]
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It’s Time For A New Approach To Marketing

Carlton Doty April 14, 2014
Consumers don’t trust your ads. In fact, fewer than one out of four US online consumers trust offline ads, and the numbers are even worse for digital. It’s time for a new approach to marketing, based on deep customer insights derived from a contextual, self-perpetuating, interaction cycle. Each interaction with your brand teaches you what […]
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Where To Find Our Consumer Product Strategy Analysts

Carlton Doty May 9, 2013
First and foremost, I want to take this opportunity to thank our loyal readers of Forrester’s Consumer Product Strategy (CPS) blog. This will be the final post for the CPS blog, but never fear, future posts from your favorite analysts will still appear on both their individual analyst blogs, and the new role blogs to […]
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How Do YOU Organize For Open Innovation?

Carlton Doty August 8, 2012
Quickly: Open Innovation is about engaging external parties (e.g., customers, partners, employees, etc.) to source new ideas for products and services. We've developed a Forrester playbook for open innovation, complete with a self-assessment, a strategic road map, and even a view into the landscape of tools and vendors that can help you along the way. […]
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Revolutionize Your Products & Services: Forrester’s Playbook For Open Innovation

Carlton Doty July 17, 2012
As a product strategist, do you struggle with a sluggish innovation “process” in your firm? Do you think it takes too long to identify great ideas and turn those ideas into compelling new products and services for your customers? If you’re like most of your peers, the answer to both questions is probably a resounding "yes." That […]
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Calling All Product Strategy Professionals!

Carlton Doty February 17, 2012
We're looking for a new analyst to join Forrester's Consumer Product Strategy practice. Are you experienced in the field of product planning, development, and innovation? Do you have an insatiable curiosity for where the digital economy is headed and how digitally disruptive products are changing the world in which we live? If this sounds like you, keep […]
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Forrester’s CPS Practice Welcomes Our Newest Analyst – Denée Carrington!

Carlton Doty December 15, 2011
Over the summer, I asked you all whether we are finally headed toward a cashless society. Since then the battle for the digital wallet has certainly heated up. Well today, I am thrilled to announce the newest addition to Forrester's Consumer Product Strategy practice. Her name is Denée Carrington, and she will be joining us as a […]
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