personalization

Excellence in digital experience is fast becoming a nonnegotiable expectation that customers have of a brand. The thing about expectations is that once they rise, they become par for the course. Payments apps are no exception! We recently analyzed eight apps from Indian payments providers. We found that with the next-to-zero cost of switching in […]

Digitally savvy customers have increasingly high expectations that put brands under pressure to deliver the right content, at the right time, to the right individual. In fact, 80% of US online customers are comfortable sharing some form of personal information to personalize their retail experience, according to Forrester Analytics’ Consumer Technographics® survey data. Customers want […]

By thinking like retailers, banks are leaving money on the table.

Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale. These moves are paying off in media. However, the promise of data-driven creative […]

Now is the time for the retail financial services industry to take a much more proactive, holistic approach to customers’ financial well-being.

Automation creates opportunity for marketers. It also generates risk. Marketers must master automation while closing the gap between customer expectations and the current operating model. Learn more.

This year’s State of Retailing Online report focuses on omnichannel fulfillment, personalization, and digital marketing.

At Adobe’s marketing conference, the company focused on content and experiences as the key differentiators for brands. Watch my video summary of the event that explores these key themes. Questions or comments? Find me on Twitter. Forrester clients: Set up an inquiry.

Digital Disruptions Complicate Digital Intelligence Needs Digital intelligence (DI) — the practice of understanding and optimizing digital customer engagements — has been around for as long as the internet itself. But it has not remained stagnant. The practices and technologies needed to support DI have continued to be revolutionized by the digital disruption. And the number of […]

With the holiday season in full flight, creating a memorable customer experience is more imperative now than ever. Watch the video below to learn how omnichannel and personalization tie together to generate a lasting impression for a consumer. Have questions on how you can better differentiate your brand through omnichannel and personalization? Schedule an inquiry to dive deeper.

Six months ago, we started a conversation about customer data platforms (CDPs). The timing was right; CDPs were driving attention toward a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press. Questions, hope, and more than a little confusion ensued. […]

In the past few months, my colleague James McQuivey has written several blogs about the exciting times we live in. In these posts, he focuses on how technology is fundamentally changing the way we interact with the world around us and how that change is grounded in evolution. His research shows that our uniquely evolved […]

The legendary R&B singer and songwriter Ben E. King got it so right in the Drifters’ 1960 recording of “This Magic Moment.” The song is timeless because it tells a classic tale of a first kiss. It also captures a moment in time in words and song that reminds us of the power of storytelling, […]

The balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years. Future growth in digital ad spending is heavily based on the expectation that as targeting capabilities improve, marketers will be able to justify paying a higher price per ad, which will lead to higher overall […]

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

In today’s increasingly crowded digital commerce market and with increasingly tighter budgets, retailers have to make smart choices about which technologies to invest in and which they should forego for now. To help retailers sift through the options, we conduct an annual top trends study. This year, we interviewed more than 30 retail industry professionals to ask about retail […]

Where are you on your company’s journey to personalize the customer’s experience? Are you one of the 89% of digital businesses that are investing in personalization – companies like Coca-Cola, Fabletics, Netflix, Sephora, USAA, and Wells Fargo. What’s new now? Businesses need to evolve their definition of personalization – from tactical segmentation, to strategic individualization. […]

Modern day marketing and advertising has created a paradox: customers want to be recognized and rewarded for their loyalty, but they also want their privacy to be respected and their data used ethically. We firmly believe that balancing this privacy-personalization paradox is crucial to building customer trust and thriving in the age of the customer. […]