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Forrester News & Analysis

Information Governance Revisited

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Information governance is in the air.

Two days after my last article published, “Push for Strategic Governance in Information Management," Forrester Research released a report called “Reboot your Information Governance Program with an Outside-In Perspective.” Cheryl McKinnon (@cherylmckinnon), an old friend, lead the creation of that report and followed it up with a blogpost, “Information Governance: Not a Product, Not a Technology, Not a Market.”

McKinnon and her colleagues suggest that we view information governance “as a corporate objective, enabled by programs, projects, priorities, people and technology.” This aligns well with my recommendation to take a strategic approach to information governance.

Deja Vu Research: CIOs, CMOs Need to Get Along

Gartner is echoing what Forrester Research revealed last week: CIOs and CMOs have to improve their abilities to cooperate.

In a report suggesting IT Leaders Will Need to Develop a Stronger Relationship with Marketing this year, Gartner analysts note that both CMO’s and CIO’s will be forced to work together as content personalization becomes increasingly important and enterprise invest in more marketing technology.

It duplicated findings from Forrester Research’s Cliff Condon, who suggested last week that the current relationship between CIO’s and CMO’s is too loose for company success — and that greater cooperation is essential. While more than 60 percent of CMOs and CIOs told Forrester that they enjoy a relationship of mutual trust and respect, only 46 percent of marketing leaders and 51 percent of technology management leaders have a single view of their customer across all the company’s touchpoints, Condon wrote.

Forrester Study Finds Big Savings in Workflow Automation

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It's no secret today's CIOs are under the gun to show a clearer return on investments while racing to meet demands from business users for applications.

This is especially true as businesses move into the age of the customer (AoC), according to John Rymer, one of two Forrester Research analysts who spoke on a CMSWire webinar yesterday.

Ryan Duguid, vice president of products at Nintex, filled out the program, which was sponsored by Nintex and titled "Total Economic Impact of a Workflow Automation Solution: An Independent Case Study." You can watch the full presentation by clicking here or on the video at the end of this story.

Today's customer-centric business world is characterized by new points of contact with customers, like mobile and the cloud. Business process management (BPM) tools of yesteryear simply can't keep up with the pace of technological change that is needed to compete and win.

The Problem with Programmatic: Too Much Secrecy, Too Little Trust

Publishers that take the time to understand and optimize sophisticated tools have the greatest potential to drive revenue in programmatic advertising environments. But their success hinges on greater collaboration and communication with ad agencies and clients.

According to a new Forrester report commissioned by Casale Media/Index Exchange, agencies and clients do not effectively articulate their goals and objectives, making it difficult for publishers to meet those goals, improve performance and maximize the true value of their inventories. “Publishers must take the lead on innovating the next phase of programmatic, because the buy side is continuing to move quickly and will not wait for them to figure it out,” noted Alex Gardner, vice president of Platform Solutions at Index Exchange.

Index Exchange, a division of ad technology firm Casale Media, markets a bid management technology designed to help publishers and suppliers to sell their ad impressions in real time. You can read the full report at the end of this story.

True or False: Social Media Marketing Works

As someone who earns a living helping B2B marketers make social media work, I was surprised by a recent claim from Forrester Research. Marketers use social networks like Facebook and Twitter to engage customers and prospects, Forrester noted. But then it added: it’s not working.

That's not the case, based on my experience.

Just How Much Must the CMO and CIO Work Together?

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Forrester Research says a strengthened relationship between the CMO and CIO will be paramount for companies' success in 2015.

Shocked? Neither are we. This executive relationship -- and how it must be tightened, glued, bonded and sealed -- has been bandied about before. 

Marketing and information technology leaders reached by CMSWire agree the CIO-CMO is an important relationship in the executive scheme of things.

But just how important depends, they say.

"While there is no doubt that the CIO-CMO relationship is key to success in the digital age, the same applies to relationships across the C-suite," said Ian Cox, a London-based author who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

A Look Back: Still Searching for Optimal Customer Experience

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You couldn't escape talk about awesome, amazing, remarkable customer experience (CX) in 2014 — or, for that matter, related terms like customer satisfaction, customer focus, customer service or customer-centricity. It is, after all, the Age of the Customer — a reality that has caused businesses everywhere to embrace CX as a business goal.

But like the mythical 10 pounds we collectively vow to lose on New Year's Day, the customer centricity of most companies, as evidenced by their delivery of memorable customer experience, rarely evolved from a concept to a practice this year.

And no matter how hard companies tried — with new technologies, new programs and even new names ("customer success," anyone?), the dream of seamless, engaging, excellent cross-channel customer experiences often remained an illusion.

  • Why is it cheaper if I order online for in-store pick-up than if I just buy it off the shelf at the store?
  • Why do so many companies make me wait more than 30 minutes to speak to someone who might have the authority to resolve my problem?
  • Why are call center representatives unable or unwilling to understand when you plead "I cannot hear you – please adjust your headset?"
  • Why can't anyone listen to what I am saying?
  • Why are so many of my interactions with companies simply frustraneous?

Why, indeed?

Delivering Contextual Experiences Drives Business

In a February 2014 industry brief, Forrester Research defined the Engagement Workplace: the next generation business user experience “that empowers employees using any device to take the next most likely action in their moments of need.” In a subsequent report, Forrester noted that in the Engagement Workplace, the

end user experience [will] help workers focus on their jobs by integrating multiple investments, including employee self-provisioned (cloud-based) applications, collaboration applications, and line-of business applications, which are all mobile-enabled and in the context of business results.”

To understand the practical implications of these findings, harmon.ie recently commissioned Forrester Consulting to conduct a custom study of US IT decision makers to explore the business use case of cloud-based technology investments and how they plan to develop the optimal end-user experience within their organization.

Getting a Grip on Information Governance

Cyberspace is looking a lot like the Wild West these days, with outlaw hackers ready to rob you of your data and the sheriff nearby looking to make sure you’re sticking to the letter of ever-tightening laws.

Are you ready?

A new Forrester Consulting survey report, Governance Takes a Central Role as Enterprises Shift to Mobile, commissioned by Druva, a data protection and governance firm, shows that more and more companies are responding to these pressures by boosting spending on information governance (IG) and adopting new systems to better-manage data.

Honest-to-God, Absolutely True Marketing Predictions for 2015

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The great thing about annual predictions is that we tend to forget about them by the time the next year rolls around. And that explains why every organization on the planet seems willing to gaze into a crystal ball this time of year. 

By this time next year, everyone will forget the predictions that went wrong — and a few lucky folks will have the luxury of basking in the glory of things they actually got right.

With that in mind, we're going to share some of the visions of digital marketing in 2015 that we've encountered in the past few days. Just take all of it with at least a few grains of salt. And be forewarned: we're predicting more stories on predictions in the days ahead.

Emotions and Ecosystems Drive Customer Experience in 2015

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Companies that provide good customer experience (CX) will miss the mark in 2015, states a new Forrester report.

Instead, as companies strive to differentiate themselves based on the quality of their customer experience, only those that deliver great customer experience will come out ahead, according to "Predictions 2015: The Race From Good To Great Customer Experience Heats Up" ($499 fee).

Pushing the CIO and CMO Closer Together

2014-26-November-Closer.jpgIn years past the chief marketing officers and chief information officers had their own discrete functions to perform within the company -- with the twain rarely having to meet.

Clearly that is not true any more as digital marketing becomes a larger and larger component of a company's overall marketing operations. Despite this trend, CIOs and CMOs have not moved to anything approaching true collaboration, according to the findings of a Forrester/Forbes Insights survey. While progress has been made in establishing foundational aspects of trust, organizational skills and process, it concludes, "bold leadership is needed to turn this initial work into client results."

Marketing Automation: Not All Agree on Leading Vendors

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Everyone wants a piece of marketing automation, it seems. But not everyone agrees on which vendors lead the pack.

The latest marketing automation software rankings -- crowdsourced G2 Crowd's Grid report released this month -- proves the rankings companies don't exactly agree when determining leaders.

But they do concur on one thing -- Oracle-Eloqua and Marketo deserve to be leaders. They were the lone vendors that got leader love in each of the five marketing automation vendor rankings we profiled. Salesforce-Pardot was ever so close, being named a leader in four out of five, with the fifth determining Salesforce-Pardot was a runner-up.

Forrester's Best of the Best in Private, Public Cloud Space

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Forrester Research just named what it considers the leaders in hosted private cloud solutions and the top guns of security among public cloud platform service providers.

In its newly released Wave, the research giant tabbed Virtustream and Datapipe as industry leaders in its Wave for Hosted Private Cloud Solutions.

Meanwhile, Amazon Web Services took the top spot in this week's Wave for Public Cloud Platform Service Providers’ Security. Three other public cloud security offerings -- IBM's, Microsoft's and CenturyLink's -- offer competitive advantages. Forrester only included those four providers in its public cloud security assessment.

Office 365 Dominance Grows with New Markets

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Microsoft is releasing Office 365 into another nine countries, bringing its total market penetration to 140 of 196 countries worldwide.

The fact that you can now get Office 365 just about anywhere there is a business culture is not surprising. But the pace at which it has developed is startling.

When it launched just over two years ago, it was available in around 40 markets. A year later it was in 88 markets. By the end of 2013, it was up to 127 markets and now ... well, just about everywhere.

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