HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

Forrester News & Analysis

Make the Customer the Focus of Online Experiences

Nearly seven in 10 customers have had an unsatisfactory e-commerce experience in the past year, according to a new Forrester Wave on customer service solutions. That's a disturbing and eye-opening statistic, noted Kate Leggett, primary author of The Forrester Wave Customer Service Solutions For Enterprise Organizations Q2 2014 (registration required).

Leggett and co-authors Stephen Powers, Michael Facemire and Victoria Boutan identified the 11 most significant customer service solutions, but also warned that not all vendors are making the grade.

5 Minutes with Forrester's Melissa Parrish

Thumbnail image for 2014-10-April-Melissa-Parrish.jpgMaybe it's a phone on a bus, or a tablet in a store or the laptop on your coffee table. Maybe you're wearing it on your wrist or over your eyes. Whatever it is, it knows who you are, where you are and the best way to reach you at any moment.

That may seem a little creepy until you consider you bought those devices to get helpful information, and in order to help you, they need to know the who-where-when-why of what you're all about. Of course, marketers want that info, too.

In the parlance of Melissa Parrish, this makes you "addressable," and it's transforming the very nature of marketing. About half of US online adults are now "always addressable," she says, and the number is rising oh-so rapidly.

Adobe CMO: Put People and Process Before Technology

Adobe CMO: Put People and Process Before TechnologyFor those who think technology alone can make their marketing efforts more successful, the chief marketing officer of Adobe has some advice: "I wouldn't waste your money on it."

Ann Lewnes offered the candid comment during an on stage appearance at last week's Forrester Forum for Marketing Leaders in San Francisco. She had just been asked for the one major piece of advice she'd give the audience.

"The major thing I would advise is that technology is not enough. You can bring in tons of technology, but if you don't take care of the organizational issues and the process issues....?" she mused, letting the question hang unanswered over the crowd.  

"Without making the process changes and the people changes ... the technology? I wouldn't waste your money on it."

Fast Data Beats Big Data, TIBCO CMO Claims

Lori Wright.jpgBig data can be a big disappointment. As TIBCO CMO Lori Wright explained, it's hard to find the value in complicated, ginormous and ever-growing masses of information about everything from "weather to social sentiment."

So maybe it's time to start thinking about something else — something that may be a more meaningful piece of the data-fueled puzzle. "Fast data," she said.

In this information intensive, hyper-connected, data-driven world — where right time business insight can separate the movers from the losers — speed thrills.

"How do you find the data you need at the moment it’s needed? You speed it up," Wright told CMSWire. "Fast Data that’s filtered and delivered to the right place as quickly as new information arrives solves the (slow) big data problem."

Our 2 Cents on Forrester Wave for Big Data Hadoop Solutions

Analyst reports can be a big bore -- the Forrester Wave: Big Data Hadoop Solutions, Q1 2014 ($2495 fee) is not.

Its authors, Mike Gualtieri and Noel Yuhanna, have done a bang-up job writing in simple English and giving a spot-on overview of what the market looks like:“cutthroat,” where “pure-play upstarts (Cloudera, Hortonworks, MapR) must capture market share quickly to make venture investors happy” and in which “stalwart enterprise software vendors (IBM, Pivotal, Teradata) must avoid being disintermediated.” 

G2 Crowd: 'Disrupting' Enterprise Software Reviews

Godard Abel, Matt Gorniak

What do we want to do next? That was the question Matt Gorniak and Godard Abel pondered after their software startup, Big Machines, was sold in 2011 at a valuation of more than $100 million and later bought by Oracle. 

“One of the things that really became evident quickly in our 10-year experience as a vendor is that when you are trying to differentiate software in the marketplace you’re engaging with traditional analysts like Gartner and Forrester,” said Gorniak. “That model is very much based like it’s still the 1980s.”

Digging Inside Oracle's Acquisition Strategy

customer experience, Digging Inside Oracle's Acquisition Strategy

Oracle’s latest acquisitions show it believes Software-as-a-Service (SaaS) is for real, that CRM is a major growth space and that it must strengthen its cloud-based applications, analysts told CMSWire.

In December, Oracle, one year after it announced its $871 million buy of marketing automation company Eloqua, announced plans to acquire marketing cloud player Responsys for $1.5 billion

And last month, Oracle, led by CEO Larry Ellison (pictured left) scooped up marketing technology specialist BlueKai for what some say is an estimated $350 million to $400 million deal. 

“The big picture is they clearly see an opportunity to establish themselves as a major force in two places,” said Tim Jennings, chief IT analyst who covers Oracle for Ovum Research. “On a macro level, it’s the broad customer experience space, and specifically, the marketing world.”

Who Decides What Tech to Buy?

mass of wires.jpg

No matter what way you look at it, IT departments and Chief Information Officers (CIOs) still control technology purchasing decisions in most businesses. Despite evidence to suggest that the business side is increasingly involved in IT decision making, the buck generally stops at the CIOs desk.

According to new Forrester research, business-controlled technology decisions — meaning business executives choose, implement and run applications without CIO involvement — was as low as 6.3 percent in 2013, despite repeated claims over the past year by CIOs that they are losing control of IT budgets.

10 Things You Should Know About B2B Marketing

customer experience, 10 Things You Should Know About B2B Marketing

The last two months were all about predictions for B2B marketers.

The guesswork is over. 

Today, we’re going to tell you some things that are happening out there, and things you need to know -- from the eyes of an analyst, marketing consultant and marketer in the trenches.

9 Marketing Automation Providers Who Know Their Stuff

customer experience, Nine Marketing Automation Providers Who Know Their Stuff

Forrester Research named the nine most significant lead-to-revenue management (L2RM) marketing automation platform vendors. So what makes a good one?

They go beyond revenue performance management and transform marketing across the customer life cycle. They have deep features and functions. They make smart acquisitions

"Change in the B2B marketing automation market is likely to accelerate in 2014," Forrester's Lori Wizdo predicted in her new report. "New buyers from B2C and B2B2C marketers will redefine the functional table stakes. Acquisitions will continue as the mega enterprise software vendors plump up their marketing clouds. And the pace of innovation, driven by new tech startups, will remain high."

Apple, Android and Windows Phones Set For Enterprise Mobility Battle

Taking a bite of apple.jpg

Ahead of today's Apple earnings announcement whatever the sales for last year's models all the gossip is about company's "plans" for larger iPhone and iPad devices, as its enterprise and worker battle with Android and Windows Phones heats up. Are competitors poised to take a bite from Apple?

Or will Apple's expected larger-screens satisfy an insatiable mobile marker and even help improve productivity? What more can Apple do to drive its presence in the enterprise as Intel's Android Device Protection Technology drive starts up, with CIOs becoming increasingly concerned about mobile security? And, with Microsoft's wide-ranging enterprise play, can the revamping of iWorks help it become an enterprise winner?

Marketing Software Selection: Find Your IT Champion

customer experience, Marketing Software Selection: Find Your IT Champion

The marketing technology landscape is crowded, for sure. 

But too crowded? That's a different question, said Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research.

"There are many, many different processes that are performed by the marketing organization," Wizdo told CMSWire. "These processes comprise many many different tasks. And, automation all of these processes and tasks will help marketers scale operations and drive consistent, quality execution, and results. So, it’s hard to say that there is too much automating technology out there."

CMSWire continues today its series examining ways to approach the thickly-settled marketing software vendor space. Yesterday, we discussed avoiding the vendor hype.

My, How You've Grown: 20 Years of Digital Marketing

customer experience, Looking Back 20 Years on the Digital Marketing Industry

Scott Brinker’s marketing technology landscape report begs a question:

If the marketing software vendor market is 947-vendor deep, at least, what the heck was digital marketing like 20 years ago?

So we asked.

“We are now in what I call the second ‘digital decade'," said Forrester Research analyst David Cooperstein, vice president and research director.

Competitor: Oracle's Latest Acquisition Fills 'Major Gap'

Oracle's $1.5 billion acquisition of Responsys last month is the company's attempt to fill its “major gap” in the marketing technology space, an Oracle competitor told CMSWire.

“This announcement continues to provide validation and further attention to the importance of the marketing technology space,” Suresh Vittal, vice president of strategy at Adobe Campaign, told CMSWire. “However at its core, Oracle is a CRM company and doesn’t understand marketers’ daily issues. It realized it was missing market share. Through another acquisition, it is trying to fill a major gap as the stakes are continuing to increase.”

Marketers Fail to Align Customer Experience, Branding

customer experience, Marketers Failing to Align Customer Experience, Branding

Customer experience (CX) is all the buzz in marketing and business today. But not enough, according to Forrester Research's Cory Munchbach.

"CX needs to have a bigger role over marketing and other operations functions," Munchbach told CMSWire this week.

Displaying 1-15 of 319 results

< Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Next >