Blog: Forrester Marketing Forum
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Creating Your Marketing Technology Roadmap
5/7/12Continue ReadingIf you didn’t attend the Forrester Customer Intelligence Forum held in Los
Angeles on April 18th and 19th, you missed a great chance to hear William Band define the marketing technology roadmap. The good news is you can get an overview from Band’s blog on the Forrester website. I’ll summarize a few points here that aren’t covered directly in his blog.At the conference, Band discussed leveraging swim lanes for planning. He recommends four parallel tracks along your planning continuum:
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Use Analytics for Good, Not Evil...
5/2/12Continue Reading...or, what I learned at Forrester's Customer Intelligence Forum this year.
I'm sure by now you've seen the New York Times piece on Target and the power of analytics; you know, the one that describes how the mega retailer knew a 16-year-old girl was
pregnant - and sent her targeted offers related to all things baby - before her father even knew? Or perhaps you saw Stephen Colbert's take on the subject?Finished with the piece? Then stay for a moment and let's focus on the warning for marketers offered by this entertaining, but still alarming article: customer analytics can be a slippery slope. Sure, customer data can be mined sixteen ways to Sunday to deliver rich insights that predict what people will buy and when, thus helping marketers deliver relevant, timely offers that grow customer value. That's what Target did quite well. But does it start to border on Big Brother? Consumers believe it does.
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Cool or Critical? A Reflection on the Forrester ML & CI Forums
4/25/12Continue ReadingI loved the theme of the Forrester Marketing Leadership & Customer Intelligence Forums last week in LA and believe the Forrester team delivered. With a packed agenda of case studies to help marketers put all the parts together to deliver a single, personal brand experience to each customer, the sessions were tailored to a variety of marketing perspectives.
It’s not an easy job for Forrester, and more importantly not an easy job for a marketer given the competing demands within an organization, the lack of unlimited funds, and the ever changing landscape of channels and technology.
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Reporting from Forrester's Marketing Forum
5/27/11Continue ReadingQuaero recently sponsored Forrester's Marketing Forum 2011. (And if any of you were able to attend our reception or visit our booth, you'll agree that the event was a particularly sweet success; Quaero treated attendees to more than 2,000 pieces of gourmet chocolate!)
As always, the Forum provided marketers with a great deal of food for thought. This year’s theme was Innovating for the Next Digital Decade. Forrester warned that rapid innovation is creating radical shifts in the methods and media that people use to engage with your company, brand, and products, and promised to demonstrate how emerging tools can combine the targeting, customization, and measurement of online platforms with the rich, emotional brand experiences often associated with traditional ‘offline’ media.
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Customer Intelligence Comes of Age: Reporting from the Forrester Marketing Forum
5/12/10Continue ReadingForrester’s Marketing Forum, as I wrote in the recent post, Forrester’s Marketing Forum – Are You Planning to Attend, was intended to deliver value to attendees through a variety of means – content, networking, council meetings and analyst 1-on-1s.
So did it deliver? Yes, it did. Quaero folks onsite spoke with peers, clients and analysts, all of whom agreed that the content will help to shape the decisions they make back at their companies.
Why was it so powerful? A lot of it had to do with the content and theme. Adaptive Marketing: How to Design a Flexible Marketing Organization to Thrive on Change felt particularly relevant as we start to see a light at the end of the recessionary tunnel.Here are some of the things we learned:
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Forrester's Marketing Forum 2010 - are you planning to attend?
4/14/10Continue ReadingLater this week, I'll be heading to Los Angeles to attend Forrester's Marketing Forum, Adaptive Marketing: How to Design a Flexible Organization to Thrive on Change. As a silver sponsor of the event, Quaero will have a presence in the network showcase and is hosting a themed break (with prizes! and food!) on the 22nd.
Will the event be enjoyable? Of course. It always is; Forrester's event team works hard to make sure attendees have a good time. But, will it be useful? Absolutely. I would argue that this year's event could be the most important and best yet. Here is why:
