Oracle Gifts Itself Another Data Platform
Industry analysts know that major M&A deals, product announcement, and organizational changes can come at any time. But it still surprises us a little when a major player like Oracle announces a significant acquisition just days before Christmas. At any rate, Santa has come early for both Mr. Ellison and the Datalogix team this year. […]
The Evolution Of Consumer Attitudes On Privacy
With Anjali Lai The tide is turning on privacy. Since the earliest days of the World Wide Web, there has been an increasing sense that the Internet would effectively kill privacy – and in the wake of the NSA PRISM program revelations, that sentiment was stronger than ever. However, by using our Forrester’s Technographics 360 methodology, which blends […]
Facebook's Mood Manipulation Study: What Does It Mean To Brands?
By now, most of you will have read or seen multiple media stories about Facebook's recently published mood manipulation study. There's a lot of debate about the ethical implications of the research, and several European data protection agencies have already announced investigations into whether Facebook violated local privacy laws with the study. But we think […]
Big Data's Big Meaning For Marketing
Big data this, big data that. Hardly a day goes by when we're not bombarded with messages about the big data platforms and technologies that will solve all our marketing problems. Let's be honest though: these tools and technologies alone simply won’t solve the big data challenge. But the effect of all that media and […]
What Does Acxiom's $310M LiveRamp Bid Mean For Marketers?
On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Tina Moffett, Susan Bidel, Sri Sridharan, and I) cover these two firms, and what follows is our collective thinking on the impending acquisition after having been briefed by Acxiom's leadership on […]
Future-Proof Your Customer Insights Practice with Adaptive Intelligence
We've been talking about Adaptive Intelligence (AI) for a while now. As a refresher, AI is is the real-time, multidirectional sharing of data to derive contextually appropriate, authoritative knowledge that helps maximize business value. Increasingly in inquiries, workshops, FLB sessions, and advisories, we hear from our customer insights (CI) clients that developing the capabilities […]
Google's Nest Acquisition Will Force the Internet of Things Privacy Discussion
This morning, as I was writing this blog post, I got an email from one of my colleagues, saying "Is it weird that since Google bought Nest, I no longer want one?" Her sentiment isn't that unusual because, as it turns out, plenty of people feel like Google + Nest = HAL. (It's hard to miss […]
Rumors Of Privacy’s Death Have Been Greatly Exaggerated
As 2013 comes to a close, it's clear to me that much of the rhetoric about privacy's death was not only premature but downright wrong. Just in this past week, there have been several events that point to how very alive and critically important the topic of privacy is: The US Senate Committee on Commerce, […]
Is The Data Broker Industry Really Ready For A Sea Change?
Yesterday, FTC Commissioner Julie Brill published an essay on AdAge.com that calls on data brokers to join — or, rather, establish — an initiative called "Reclaim Your Name." The goal of the program would be to provide a single portal where consumers could see what data the industry has collected about them, provide options to […]
Acxiom's Untied Kimono
Yesterday, Acxiom, one of the world's largest data brokers and a key player in the marketing services ecosystem, launched an important new consumer service (still in Beta) called "About The Data." It's an initiative to show consumers some of the data that Acxiom has compiled about them, to provide education around how certain types of […]
Are You a Data Hoarder? We’re Betting So.
As an analyst on Forrester's Customer Insight's team, I spend a lot of time counseling clients on best-practice customer data usage strategies. And if there's one thing I've learned, it's that there is no such thing as a 360-degree view of the customer. Here's the cold, hard truth: you can't possibly expect to know your […]
Data Stewardship: It Can Make or Break Your Customer's Trust
Just Published: Forrester's Inaugural Customer Engagement Agency Wave
When we set out to evaluate the new breed of firm that we call "customer engagement agencies," we sent our initial screener to an incredibly long list of firms — over sixty, in fact! — ranging from MSPs to digital agencies to management consultancies. We felt that we needed to cast a wide net if […]
A Vision For Tomorrow's Consumer Data Ecosystem
Eighteen months ago, when I started down the path of what would become our body of Personal Identity Management (PIDM) research, there were only a few customer intelligence professionals who gave much credence to the picture we were painting. What a difference a year makes. Today, privacy, data governance, consumer empowerment, and understanding "the creepy factor" […]
A New Wave On The Horizon: Customer Engagement Agencies
We've spent a lot of time in the past year looking at how the customer intelligence services landscape is changing. For one thing, it's a heck of a lot more chaotic: everyone from management consultants to systems integrators to KPO vendors is putting a stake in the ground of CI services. We've also seen a dramatic […]
Personal Data & Privacy – Big In Austin, Big In LA
It’s been a week since I got back from SxSW in Austin, and I still can’t believe how absolutely MASSIVE the coverage of privacy, personal data, and identity issues was at the conference. By my count, there were some two dozen sessions, including the Core Conversation I led, across a range of topics that are […]
Dear Marketer: The Oval Office Called. It Wants Its Privacy Back.
Yesterday, the White House released a long-awaited set of recommendations that are focused on helping individuals take greater control of how their data is collected and used for online marketing purposes. It includes what's being referred to as a "Consumer Privacy Bill of Rights." The language is vague. The timeline to completion is long. The […]
CI FAIL: The Valentine's Day Edition
Despite being something of a romantic, I don't really go in much for the so-called "Hallmark Holidays." In fact, this XKCD comic sums up my feelings rather perfectly: Still, I'm very aware that lots of other people enjoy Valentine's Day, and that it's a holiday that's just begging for CI pros to get more strategic […]
Facebook Or Google: Who Will Win the Customer Engagement Battle?
Plenty’s been written already about Facebook’s IPO filing yesterday. I won’t rehash the many excellent analyses that you’ve surely already seen. Instead, I want to take this blog post into thought-experiment territory. I want to think about a world in which Google and Facebook are primary competitors in a mano-a-mano battle—not just for our eyeballs, […]
Google Data Integration: Could It Drive PIDM Adoption?