marketing & privacy

Marketers must strike the right balance between getting close to customers and respecting their privacy. At a time of increasing regulation and customer pushback on data policies, the stakes have never been higher. Explore our insights and best practices on marketing & privacy.

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Insights

Podcast

The “Wild West” Era Of Digital Advertising Is Ending

What It Means July 22, 2021
The third-party cookie is riding off into the sunset, ending the Wild West era of digital advertising. What comes next? The answer is complicated, but the opportunities are many, explain VP, Principal Analyst Joanna O’Connell and Principal Analyst Tina Moffett in this week’s What It Means.
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Blog

Google Delays The Cookiepocalypse: A Data Deprecation Update

Fatemeh Khatibloo June 25, 2021
Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.
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Predictions 2021 Online Event

Dive deep into the dynamics that will generate obstacles and opportunities in 2021.

Blog

Data Ethics And DEI Convergence: A Win-Win Situation

Fatemeh Khatibloo May 26, 2021
Diversity, Equity, and Inclusion (DEI) and Data Ethics are increasingly interconnected, and brands must do both well to foster authentic, meaningful, and sustainable customer relationships. 
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Blog

A Privacy Primer For Marketers

Joe Stanhope April 16, 2021
Privacy is firmly in the limelight as businesses weigh in on whether privacy is a human right and legislatures around the world debate new regulations and protections for consumers. Marketers are on the front lines of customer engagement, championing the consumer within the enterprise and taking an active role in privacy discussions.  But for marketers who aren’t already privacy […]
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Blog

The Price Of Privacy And Asia’s Advertising Ecosystem: Call For Survey Participation

Xiaofeng Wang March 23, 2021
There’s a perfect storm brewing over the advertising ecosystem in Asia. First, consumer data privacy awareness has been rising: Forrester Analytics Consumer Technographics® data shows that 30% of consumers in the region make purchasing decisions based on brands’ commitment to consumer data privacy. Second, regulators across the region are imposing stricter consumer data privacy regulations […]
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Blog

Discover And Reduce The Privacy Risks Of Your Customer Experience Measurement Practices

Maxie Schmidt March 17, 2021
There are privacy risks in customer experience measurement. Today, protecting your customers’ and your employees’ privacy is key. Learn how to.
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Blog

Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition

Enza Iannopollo October 26, 2020
Learn which three privacy-related concerns will underpin organizations' transition to the post-pandemic new normal in 2021.
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Blog

With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy

Tina Moffett August 19, 2020
Google’s intention to deprecate the third-party cookie will drastically impact modern marketing. And data management platform (DMP) core capabilities of audience creation, targeting, and syndication will be obsolete unless DMPs evolve to meet current data restrictions.
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Blog

Straight From The Source: Collecting Zero-Party Data From Customers

Stephanie Liu July 30, 2020
Marketers are building out experiences to ask customers about volunteer zero-party data that they can’t infer, buy, or collect elsewhere.
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Blog

Do Channel Vendors Need Public Relations Anymore?

Jay McBain June 1, 2020
The communications industry is facing a perfect storm of converging forces, from COVID-19 to the rise of influencer marketing and even AI. At Forrester, we research around 10,000 global technology vendors that utilize indirect sales and often get asked about the value of PR in the channel. A trend that is affecting many channel leaders […]
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Blog

Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

Jessica Liu May 19, 2020
There may be more to the move than meets the eye. The acquisition will give Facebook access to data it will find useful.
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Blog

Future Of Retail 2020: Retail Marketers Face Privacy And Data Ethics Regulations

Fiona Swerdlow May 7, 2020
Forrester retail industry analysts provide insights on how privacy and data ethics regulations will affect retail marketers.
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Blog

Communications And Collaboration Technology For Remote Workers

Jan Sythoff April 22, 2020
Forrester has completed several Total Economic Impact™ (TEI) studies focused on communication and collaboration technology. Higher productivity is a key, consistent, and measurable benefit. We found that there are several ways in which employee efficiency and effectiveness can be improved.
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Blog

ROI Business Cases Help Differentiate During Economic Uncertainty

Dean Davison March 23, 2020
Business cases can provide clarity and confidence in purchase decision making. Marketing and sales teams should use this fact to build a competitive advantage for their companies.
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Blog

Google Moved The Privacy Protections Of Its UK Users To Its US Entity — This Is A Change That Affects You

Enza Iannopollo February 25, 2020
Learn three major impacts of Google’s US entity becoming the data controller for UK personal data.
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Blog

The TV Industry’s Latest Hill To Climb: How To Avoid The Sins Of Digital Advertising’s Past

Joanna O'Connell February 12, 2020
I’ve recently returned from Beet.TV’s latest Beet Retreat, and I’m feeling . . . optimistic? Pessimistic? Ambivalent? Ambivalent — I’ll go with ambivalent. There is so much opportunity for a TV/video advertising industry that finds itself in flux — an explosion of new content, new data sources, new consumer viewing patterns. All of this means […]
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Blog

Q&A — Uniting CX + Marketing At CX North America

Melissa Parrish February 4, 2020
When CX and marketing work together, they accomplish amazing things. Discover why the time is bring these groups together in this Q&A.
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Blog

PayPal Is Acquiring Honey To Increase Its Stickiness With Consumers

Lily Varon November 21, 2019
(Get it? Sticky!) It’s PayPal’s largest acquisition to date. PayPal’s core value proposition is in alleviating shoppers’ concerns about providing personal financial information during the online checkout process — and that remains as valuable as ever. But here’s what the Honey acquisition means for PayPal moving forward: The Honey acquisition extends PayPal’s role in the […]
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Podcast

How Marketing Became Too Personal

What It Means November 14, 2019
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.
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Blog

Personalization And Trust Start With Understanding Customer Privacy Expectations

Fatemeh Khatibloo October 31, 2019
There have been several posts in this space about the disconnect between marketers and customers. Part of the problem stems from consumers’ perception that marketers have no respect for privacy, and let’s be honest: In the quest to amass data-rich profiles, consumers’ desire for anonymity has often been ignored. There is a tendency, though, to treat privacy as a binary thing: We care about it, […]
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