The Data Digest - How People Interact With Companies

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Companies are trying to get in touch and have a conversation with their customers through social networks, but customers' interaction with companies are mostly driven by promotions or personal gain. Data from our North American Technographics online survey shows that the majority of consumers reached out to companies to enter a sweepstake of to register for a promotion. . 

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How NOT to leverage brand equity

Peter O'Neill

By Peter O'Neill, Vice President & Principal Analyst at Forrester Research

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The Video Contests Keep Coming

Global trends at Shop.org

Zia Daniell Wigder

Zia_Wigder

By Zia Daniell Wigder

I just arrived back from a packed Shop.org Annual Summit. Several of us
from Forrester took part in the conference, with Sucharita delivering a keynote
on day one and Patti interviewing eBay’s John Donahoe on day two.

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Social Media Even Home Home On The Range?!

Brad Bortner

More and more clients are asking me to help  them assess how ready their clients (usually businesses) are to engage with them via social media. This generally drives a research project. The answers are aften much more positive than clients expect.

Recently I was presenting at a major conference by Purina. What amazed me is how many retailers and distributors of horse, goat, and cattle feed were using Facebook and Twitter to stay in touch with their clients on the range.

If Web 2.0 social media is that penetrated into the farbric of America, so that it is now common "out on  the range," I can think of few other businesses that would not benefit from its adoption for marketing, market research, or generally driving customer intimacy.

Does anyone have any surprising social media stories they can share?

Forrester's Client Choice: SaaS Implementation Challenges

Stefan Ried

Options

Hi,

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Distributed Cache Technologies Are Ready For The Mainstream

Mike Gualtieri

The open source project, Memcached, is a common staple for many of the largest Web sites including facebook, twitter, wikipedia, and others. The enterprise software vendors haven entered the market and have added features that are more attractive to enterprise IT - especially to Java shops.

In recent months, we have had a significant uptick in client inquiries about distributed cache technologies and how they can be used to improve performance, scale, and reduce costs of Web and application architectures. We are also encountering distributed cache technology in conjunction with other platform technologies such as CEP. There is also an intriguing potential for distributed cache technology to become a staple of cloud computing environments (some might say amazon S3 has the properties of a distributed cache).

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Lead Management Market Overview Published!

Laura Ramos

Laura Ramos [Posted by Laura Ramos]

Lead management automation requires a degree of process maturity
many B2B firms don't possess.  The result? In the market overview
report about this market, published today,
I found underachievement by vendors and users alike. While the benefits
of adopting lead management automation are clear -- successful
implementations enjoy more predictable deal conversions, faster sales
cycles, and real alignment between marketing activity and sales results
-- market penetration is low. We estimate that only 2% to 5% of B2B
firms have invested in full LMA functionality to date. 

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On The Record With BlackBerry & iPhone: Both Will Win

Ted Schadler

by Ted Schadler

I'm nobody's fan boy. I don't love any particular brand. Never have. Never will. It's not in my DNA. I love my family, I love food and wine and dinner conversation, I love making music with the band, and I love to ride my bike on Metro West roads with a buncha guys. I don't love products.

But I do love great technology that improves lives and businesses. That's my calling card and the reason I work at Forrester Research.

We have lots of data and analysis that illuminates the future. It's our stock in trade. Data like the level of enterprise IT support for BYO phones (46% provide some support). Or the number of working Americans that own a mobile phone (84%) or a smartphone (7.4%). BTW, this data shows where the real growth potential in this market is.

So what matters in the smartphone platform enterprise wars? Great products, stellar service, attractive prices, and memorable marketing matter of course. But in my experience with platforms wars and device wars through the ages, some other things will matter as well:

 

  • BYO phones will matter a lot because it allows firms to deliver the amazing benefits of smartphones to more people at lower cost. And that puts the decision into the hands of an individual (though perhaps from an approved list. [Forrester clients should ping me to see this data; it's an important shift in the market.]

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The Quest For Vision — Selling Ahead Of The RFP

Scott Santucci

It used to be that sales people could hit their numbers by responding to inbound inquiries (leads, RFIs, RFP, etc) from various companies within their territory. Now, however, these same reps are forced to develop opportunities from scratch as go-to-market models are increasingly more account–based than in the past. In addition, most firms are finding their win rates for unsolicited RFPs drop below 25%, a fact that contributes to the growing cost of sales.

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