Age of the Customer
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Zero-Party Data: The Gift That Keeps On Giving
As consumers look to stuff their stockings, marketers are ignoring an obvious gift waiting under their tree: zero-party data. This is data that customers volunteer about themselves, like their preferences, personal context, and purchase intentions. At a time when data deprecation makes customer data harder to acquire, zero-party data provides a valuable means for brands […]
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How Embedded Finance Adds Fuel To Black Friday
This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.
What It Means: A Forrester Podcast
Join us as we explore the latest market dynamics impacting executives and their customers.
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Providing A DXP That Is Composable
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
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Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
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Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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It’s Not You, It’s Me — And Other Findings From The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024
At the risk of dating myself, I’m a proud member of Gen X. So, perhaps I can be forgiven for channeling Jerry Maguire and George Constanza when I think about the key takeaways from the latest Forrester Wave™ evaluation of customer feedback management (CFM) solutions. My conversations with the customer references for the nine vendors […]
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A Digital Product Passport Needs More Standardization And Fewer Standards
The Digital Product Passport promises significant benefits for sustainability, auditability, and consumer information, but a lack of agreement on standards makes it difficult to realise this promise ahead of European deadlines in 2027.
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The Top Five Initiatives For B2C CMOs In 2025
CMOs are entering the new year with several critical priorities. Forrester's Q4 B2C Marketing CMO Pulse Survey, 2024 reveals their top five.
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ai-PULSE: My First Time At A Cloud Vendor Event Focused Entirely On AI
Scaleway hosted its third ai-PULSE event on AI and cloud sustainability and sovereignty. Key discussions included the environmental impact of AI, the need for nuclear power, and digital sovereignty in AI deployments.
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B2B Summit North America 2025: How Will YOU Master Buying Mayhem?
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
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A 2025 Global Privacy Prospectus
The seasons are changing, Christmas catalogs are arriving, the clocks have shifted back an hour (in some countries) … yes, the new year is coming. While we don’t advocate for closing the books on 2024 yet (it’s only November, after all!), now is a great opportunity to consider what’s in store for next year. On […]
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Smart Manufacturing On A Shoestring
Last week’s announcement by automotive parts supplier Schaeffler of plans to cut 4,700 European manufacturing jobs was just the latest in a string of similar news pointing to a growing crisis within the European manufacturing sector.
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Better Your Brand Measurement With These Best-In-Class Providers
If you’re looking to implement a new program or fine-tune your existing brand measurement, we have both bad news and good news for you. Learn what it is and how Forrester's new landscape can help.
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Three Critical Steps Frontline Marketers Must Take To Support Pipeline Progression
To support pipeline deals, B2B marketers need to change their approach in fundamental ways. Discover three critical steps they must take.
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A Week At The TBM Conference
Get a review of the recent TBM Conference which focused on product centricity and transparency in the modern IT operating model.
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What The US Election Results Mean For Consumer Spending
With a new administration set to take office in the US in 2025, a different set of economic and trade policies will come into play. Find out how that could impact consumer spending in the next four years.
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“AI Responsibly” With GenAI In Martech
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).
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Retailers: Boost User Confidence This Holiday Season
This holiday season, increase your customers’ confidence in your digital experiences with four best practices.
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Building The Future With AI At The Edge: Critical Architecture Decisions For Success
Adopting edge intelligence requires careful architectural decisions that balance latency, data distribution, autonomy needs, security needs, and costs. Learn five essential trade-offs to consider in finding the perfect balance.
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