In Forrester’s 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, it identified the nine most significant solution providers in the category — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, Salesforce.com, Salesfusion and Silverpop — and researched, analysed and scored them.
If you're like most marketers, it's likely your mobile strategy is still in its infancy. Download this mobile research bundle to get access to expert strategies, steps to take, and case studies from marketers like you who have increased mobile marketing's contribution to their bottom line.
In this independent report, Forrester Research examines the digital landscape and ranks Adobe as a leader in the web analytics space for all three categories: current offering, strategy, and market presence. The report discusses:
- Why 84% of businesses are using web analytics technology
- The need for enterprise marketing platforms
- Why Adobe is ranked as a leader in web analytics
84 percent of marketers today can't accurately measure the ROI of their social media campaigns. Due to the lack of measurement and insight, marketers are missing out on a huge opportunity to use social media as a marketing channel to influence the customer experience.
Download this free guide to read research, best practices and recommendations from expert social media marketers, to jumpstart your social media strategy.
How can you extract greater value from your data? By bringing science to the art of marketing to convert customer information into intelligence. This best practice paper shows how to achieve this by breaking the process down into five manageable stages, and offers some practical guidance on choosing the right tools for the job.
Online display advertising is making a comeback. Leading companies are applying new capabilities for deep audience segmentation and targeting, and message personalisation to increase display ad relevance and realise greater returns on their spend. And they are expanding their performance metric sets beyond click-through rate with new measurements to quantify how ads contribute to website sales and conversions. This paper examines key strategies and solution capabilities that are breathing new life into display advertising.
Marketing Week's latest roundtable, in association with SAS, shines a spotlight on the travel industry and leading brands within the sector. Just as travel broadens the mind, so the greater use of social media is increasing the opportunities for engagement.
Air France, BAA, Hostelling International, Page and Moy, Princess cruises, Transport for London and Virgin Atlantic Airways joined the debate and discussed ways they keep their finger on the interactive pulse.
Download the related white paper - "Understanding Social Media"
Gaining Actionable Insight from Web Analytics
Do "Best in Class" marketers pay for their analytics, or do they use a free one?
Find out in the recent Aberdeen study "Web Analytics: Actionable Insights for Unlocking the Hidden Potential of Online Data." Also, marketing segmentation tips to help increase sales, fix critical web site issues, and optimise marketing spend to increase ROI.
View more best practices in our Resource Library here
With ever-savvier customers, instant transactions, and multiple touch points, marketers have access to more data than ever before. This whitepaper, From Collaboration to Personalisation: Unlocking the Potential of Online Marketing Optimisation is based on a recent study by Bloomberg BusinessWeek Research Services which examines the changing priorities of today's marketers.
A recent Forrester report forecasts interactive marketing to grow 32% in the US and 17% in Europe. Increased spend equals increased expectations; tracking results through basic measures such as clicks-throughs won't be sufficient.
Measuring the right data is key. This Forrester paper covers the metrics that matter, actionable tracking and reporting, and more.
View our Resource Library here
Most web analytics solutions focus only on generating reports on how groups of visitors behave on their website. But online marketers also need to know how each individual visitor behaves on their site. Learn how online marketers can build individual customer profiles and use these to create personalised offers and launch effective remarketing campaigns.