Joe Stanhope

Vice President, Principal Analyst

Forrester Bio

Author Insights

Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]

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Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]

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Click Summit 2018: The Future Of Experimentation Has Arrived

Joe Stanhope May 11, 2018

This week I was fortunate to attend, participate in, and moderate a session at Click Summit 2018 in Cary, North Carolina. Click Summit is hosted annually by Brooks Bell and her eponymous firm. As an industry analyst, I’m an event connoisseur, and Click is one of my all-time favorites. As expected, Click Summit was well […]

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Modernize Your Martech Stack for Moments

Joe Stanhope April 5, 2018

The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]

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The CDP Paradox: A Chaotic Category Aspires To Address A Chaotic Challenge

Joe Stanhope March 8, 2018

“What’s your name,’ Coraline asked the cat. ‘Look, I’m Coraline. Okay?’ ‘Cats don’t have names,’ it said. ‘No?’ said Coraline. ‘No,’ said the cat. ‘Now you people have names. That’s because you don’t know who you are. We know who we are, so we don’t need names.” ― Neil Gaiman, Coraline As any marketer knows, names are […]

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The Forrester Wave: Enterprise Marketing Software Suites, Q1 2018 Is Now Live

Joe Stanhope February 14, 2018

I’m excited to announce the publication of The Forrester Wave: Enterprise Marketing Software Suites, Q1 2018. In our 40-criteria evaluation, we identified the 7 most significant vendors – Adobe, IBM, Marketo, Oracle, Salesforce, SAP, and SAS – and researched, analyzed, and scored them. Forrester defines EMSS as: An integrated portfolio of marketing technology products that […]

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Just What Do You Think You’re Doing, Dave? Marketers Must Get Ready For AI Powered Marketing

Joe Stanhope June 5, 2017

As a longstanding staple of science fiction and academic research, AI isn’t new. What’s different today is its shift into practical, consumer facing applications. AI does real things for real people. AI quietly makes many of our daily, if mundane, tasks possible such as shopping on Amazon, listening to music on Spotify, and requesting driving […]

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Adtech & Martech Or: How I Learned To Stop Worrying And Love Convergence

Joe Stanhope January 25, 2017

Few topics get more air time in marketing circles than adtech and martech convergence. The commentary spans a spectrum ranging from attempts to agree upon the deceptively simple semantics of adtech and martech (which usually ends when everyone throws up their hands and concedes that it is simply madtech) to existential examinations of the future of marketing itself. Some reactions […]

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A Path Forward For Enterprise Marketing Technology

Joe Stanhope August 5, 2016

I’m incredibly excited about this blog post! First, this is my inaugural post since rejoining Forrester Research in May. I’m a boomerang in Forrester parlance — a former employee returning to the company — and it’s been wonderful to immerse myself in the marketing world and reconnect with so many clients, vendors, and colleagues. In the time […]

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Back To The Future Of Online Testing

Joe Stanhope February 8, 2013

I’m pleased to announce that we’ve published "The Forrester Wave™: Online Testing Platforms, Q1 2013." The Wave methodology is Forrester’s time-tested, exhaustive, and transparent approach to vendor evaluations. We base this research on data gathered through extensive vendor briefings, product demonstrations, customer reference calls, and online user surveys. We evaluated seven leading vendors against 53 criteria and […]

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The Shifting Sands Of Tag Management

Joe Stanhope October 2, 2012

I published Understanding Tag Management Tools And Technology about six weeks ago. The research has been a valuable resource for documentating the vendor landscape and – most importantly – identifying how buyers deploy and benefit from tag management solutions. But as we've regularly noted, tag management is an early-stage market undergoing rapid expansion and evolution. […]

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Understanding Tag Management Tools And Technology

Joe Stanhope August 21, 2012

Last week Forrester published Understanding Tag Management Tools And Technology. The new research couldn't have arrived at a better time; by any standard, 2012 has been a banner year for tag management as the market momentum I wrote about at the end of last year continues unabated. JavaScript tagging is the instrumentation technology of choice for […]

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The Impact Of Corporate Culture On Digital Intelligence

Joe Stanhope July 17, 2012

I just finished reading Corporate Culture: The Ultimate Strategic Asset by Eric Flamholtz and Yvonne Randle. The book is based on the premise that company culture is a critically important yet often uncredited driver of success and failure, even correlating to financial performance. And, like other aspects of modern corporations, culture requires active management. Companies with great […]

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IBM And Tealeaf: Assembling The Digital Intelligence Puzzle

Joe Stanhope May 7, 2012

On Wednesday, May 2, IBM announced its agreement to acquire analytics industry veteran Tealeaf. You can read the official press release here. The financial details of the transaction have not been disclosed, and the deal will conclude in Q3 2012, following a customary closing period. IBM anticipates that all Tealeaf staff will continue with the […]

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Announcing Forrester's Tag Management User Survey!

Joe Stanhope May 7, 2012

Is your firm using a tag management system? If so, we want to hear from you! Today we're launching Forrester's inaugural Tag Management User Survey. This survey accompanies my upcoming research on the tag management vendor landscape. The survey will provide valuable contextual insights on industry trends and usage patterns to enhance our understanding of tag […]

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Digital Intelligence: Innovation Is The Name Of The Game

Joe Stanhope May 1, 2012

Forrester has just published the second installment in our research series on digital intelligence, titled The Road To Digital Intelligence. This piece is the follow-up to Welcome To The Era Of Digital Intelligence, which introduced Forrester's vision for the next stage in the evolution of digital analytics. I've been very busy recently speaking about and socializing the […]

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Welcome To The Era Of Digital Intelligence

Joe Stanhope February 17, 2012

I’m excited to announce the recent publication of Welcome To The Era Of Digital Intelligence. This idea has been brewing for a long time, and it shouldn’t surprise anybody who follows interactive marketing or web analytics. The macro marketing environment has changed – and continues to rapidly evolve – to accommodate new touchpoints, sophisticated consumers, […]

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The Year In Web Intelligence: 2011

Joe Stanhope January 10, 2012

I've never made New Year's resolutions. Well, that's not exactly true. Last week, I promised my dentist I would floss my teeth more in 2012, but that's about the extent of it. But this shouldn't be interpreted as a lack of optimism; I'm absolutely certain that 2012 will be another great year. I fully expect that […]

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Participate In The 2011 Online Testing User Survey

Joe Stanhope December 6, 2011

Does your firm have an online testing program? If so, we want to hear from you! Today we are launching the 2011 edition of Forrester's Online Testing User Survey. Our goal with this survey is to collect data that will help further our understanding of online testing trends and identify best practices. Last year we ran the […]

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Tag Management Continues To Accelerate Into The Mainstream

Joe Stanhope November 21, 2011

The market for tag management systems is gaining momentum at an impressive rate. On the surface, tag management is a rather pedestrian topic, focusing on the occasionally arcane and frequently ugly mechanics underlying our websites. Indeed, tag management seems to be worlds apart from the current marketing zeitgeist, which often directs our attention to sexy […]

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