Blog
More B2B organizations are asking whether connected television (CTV) is a viable option as traditional digital marketing channels face unprecedented challenges. With AI-powered search threatening click-throughs and the cost of social media ads rising, B2B advertisers are seeking alternatives that offer both precision and scale. The IAB reports that CTV spending will increase 13.8% in […]
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Accessibility is still vital for businesses despite recent federal actions.
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In 2024, trust in health insurers hit a three-year low, with just 56% of consumers saying that they trust their health insurer to do what's in their best interest. Regain consumer trust by taking these actions.
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IBM has had a very busy and prolific acquisition season. It acquired two Oracle consulting firms within the last five months. Applications Software Technology LLC (AST) On January 16, IBM announced its intent to acquire AST, a global Oracle consultancy. This strengthens its state, local, and education (SLED) presence, as AST specializes in delivering Oracle […]
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The Challenge With The Circular Economy In 2025, Forrester predicted that more than a third of Global Fortune 100 firms will commit to circular economy goals. We recommended that, this year, enterprise leaders perform infrastructure lifecycle assessments to understand the environmental impact of their choices. Further for manufacturing, Forrester’s report, Embrace The Circular Economy To […]
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On January 29, Google announced the wide launch of its Meridian open-source marketing mix modeling (MMM) solution, available through GitHub. Cue a flurry of LinkedIn takes speculating about the future of the marketing measurement and optimization (MMO) solutions market. By providing an open-source Bayesian option, Google brings the industry-standard methodology to the masses (Meta’s Robyn […]
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As reported by several media outlets and confirmed by SAP CEO Christian Klein during its Q4 2024 earnings call, SAP will offer an additional three years of support for some on-premises ERP (enterprise resource planning) customers beyond the existing extended maintenance support of 2030. This news came as a surprise for many ERP customers globally […]
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SAP reported better-than-expected Q4 2024 financial results and raised its full-year operating profit forecast as demand for artificial intelligence systems continues. On top of beating expectations, SAP said that it now expects 2025 operating profit to be between €10.3 billion and €10.6 billion, above previous estimates of approximately €10 billion. Its current cloud backlog of […]
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Forrester’s Jitender Miglani summarizes key takeaways from the latest Europe-5 retail forecast.
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The enterprise content management market has undergone a significant transformation driven by new AI and cloud capabilities. Learn three key trends about the market in this preview of our latest Forrester Wave™ evaluation.
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The secret to recurring revenue marketing success is to reimagine marketing’s work through the lens of its interactions with five key stakeholder groups. Learn what those groups are and how to get started in this preview of a new report.
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Get a simplified view of the the top three generative AI use cases that security leaders need to worry about and get recommendations for prioritizing them.
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The proactive security market is consolidating further as exposure management vendor Tenable announced its intent to acquire Vulcan Cyber, a unified vulnerability management (UVM) vendor that specializes in third-party vulnerability collection, vulnerability response, and application security posture management. This acquisition demonstrates how vendors are reacting to CISOs’ continued need to unify and consolidate their fragmented […]
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While the world (and financial markets!) was taken by surprise by the rise of DeepSeek’s open-source model, DeepThink (R1), the Italian privacy regulator — the Garante – didn’t waste time, sending a formal request to the Chinese company to disclose information about its practices with personal data.
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Exciting developments such as DeepSeek’s R1 announcement are extending opportunities to run large language models on edge devices. These advancements could have profound implications for edge computing, particularly in the realms of AIOps and observability. By enabling real-time insights and faster automations at the edge, enterprises can enhance their operational posture, drive down costs, and improve operational efficiency and resilience.
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We are thrilled to announce our new research report, Deconstructing Human-Element Breaches, detailing the many and varied risks posed by and to humans — a problem that has plagued cybersecurity teams for decades. Forrester clients can use this research as a catalyst for productive conversations with executives and peers across functions about controls to mitigate the human-element breach types most common to their organizations and industries.
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In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, 56% of opportunities handed off to sales fail to close successfully.
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Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.
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Generative AI can significantly enhance agile knowledge management practices by automating and improving various aspects of knowledge workflows. Learn the top use cases and find out how knowledge workers can adapt to them.
Podcast
Every year, Forrester looks to the future to predict what we think will happen across industries, geographies, and technologies. In this episode, Martin is joined by Forrester VP, Principal Analyst Sucharita Kodali to discuss how Forrester’s 2025 retail predictions came together.
