Participate In Our First Ever Australian Online Retailing Study!

Patti Freeman Evans

Forrester just kicked-off our first-ever Australian Online Retailing Study. This survey looks at Australian online and multichannel retailers' organizations and topics relevant to the challenges currently facing their roles including:

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Inside Sales And Telemarketing Help Boost B2B Brands: Really?

Laura Ramos

First of all, I’d like to extend a big “Thank You” to my readers and followers who responded to an invitation last month to participate in the 2010 B2B Marketing Budgets and Mix survey that Forrester fielded together with MarketingProfs.  Without your responses, the research would not be as broad or relevant — so thank you again! 

After closing the survey and digesting some of the results, I was really surprised by one finding. After reviewing our process and validating the data, my researcher, Zack Reiss-Davis, and I believe that the result is not a technical problem with the survey instrument nor its execution. I decided to share what we found and get your thoughts on why B2B marketers may have answered the question as they did. 

In January 2010, we found that 65% of the 249 B2B marketers we surveyed at firms with 50 or more employees use inside sales/telesales as part of the marketing mix. This percentage is slightly greater, but not dissimilar, to what we found in early 2009 (62% said they use inside sales).

Of the 65% who use inside sales, 34% said they found it “highly effective” for driving brand awareness.   Brand awareness?   Really?!?  That’s on par with webcasts/webinars and the company Web site for effectively building brand, according to the same survey respondents.

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Forrester Tweet Jam Session: Top Challenges Facing Business Process Professionals In 2010 (#bpmjam)

Clay Richardson

Forrester analysts will host a “Tweet Jam” on February 10, 2010, from 1:00 – 3:00 PM ET to answer questions from Business Process professionals and App Dev professionals about top challenges facing their process improvement initiatives.  During this interactive Jam session, Forrester analysts will share the results of our groundbreaking “Business Process Professional Role Deep Dive” research that uncovered major trends and critical challenges facing aspiring process improvement programs.

Key questions we will tackle during this Tweet Jam include:

1. Which role(s) should lead your business process initiative?

2. What are the best practices for establishing your BPM COE?

3. Do yourtraditional business analysts have what it takes to drive BPM initiatives?

4. How heavily should you rely on your software vendor for project implementation?

5. How should you connect your EA and BPM initiatives?

6. Which process improvement methodology (Six Sigma, Lean, TQM) is best for your initiative?

7. How should you incorporate BPMN modeling into your process initiative?

8. How should you measure the progress or success of your process initiative?

9  What’s the typical sizeand composition of process improvement teams?

10. How should process improvement connect to master data management?

11. How do you think Social BPM will impact your organization?

The session will be hosted by Clay Richardson, Connie Moore, CraigLe Clair, Alex Peters, John Rymer, and Ken Vollmer. To join this interactive conversation, simply tune in to the #bpmjam hash tag on Twitter or follow the analysts that will host and moderate the session.

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Best Practices For Marketing To Buyers “In The Cloud”

Laura Ramos

“Cloud computing” is a very hot topic, and like social media, subject to much debate about “what is cloud computing?” and “what does it mean for business?” Simply stated, cloud computing lets your customers and potential buyers take advantage of services and resources delivered as an online utility. Buyers get the benefits of using your technology without worrying about the technical details as much as they would if they implemented software inside their data centers.

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The changing nature of governance, risk, and compliance

Chris McClean

In my ongoing work with clients, I try as often as possible to stress the importance of flexibility in GRC programs. Internal processes and technology implementations must be able to accommodate the perpetually fluctuating aspects of business, compliance requirements, and risk factors. If GRC investments are made without consideration for likely requirements 1 to 2 years down the road, decision makers aren’t doing their job. And if vendors don’t offer that flexibility, they shouldn’t be on the shortlist.

News outlets over the past year have given us almost daily examples of change in the GRC landscape. The recent stories coming out of Davos have been no exception... giving us some truly fascinating debates on the necessity and detriment of regulations. As quoted in a Wall Street Journal article on Sunday, Deutsche Bank AG Chief Executive Josef Ackermann argued against heavy-handed regulation, saying, "We should stop the blame game and we should start looking forward... if you don't have a strong financial sector to support the this recovery... you're making a huge mistake and you will regret that later on," he said. French President Nicholas Sarkozy summed up the opposing argument in his keynote, explaining, "There is indecent behavior that will no longer be tolerated by public opinion in any country of the world... That those who create jobs and wealth may earn a lot of money is not shocking. But that those who contribute to destroying jobs and wealth also earn a lot of money is morally indefensible."

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Prospects for 2D, QR and Other Proprietary Codes?

Julie Ask

Marketers - pay attention. This is an example that seems great in theory, but the "devil is in the details" of the implementation so to speak. This is among the top inquiries I hear from clients, "what do you think about 2D barcodes or QR codes as a means of connecting with customers?" I took this inquiry from a CPG client just a couple of weeks ago. I laid out the challenges. Their response was, "well, we're doing it anyway." Piloting is good - just go into it with your eyes wide open.

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Who Owns Information Architecture? All Of Us.

Leslie Owens

Fellow analyst Gene Leganza wrote an excellent overview of Information Architecture, available for free via this link: http://www.forrester.com/rb/Research/topic_overview_information_architecture/q/id/55951/t/2

Gene briefly explores the misunderstanding between “Enterprise IA” and “User Experience IA.” This tension was well characterized by Peter Morville almost 10 years ago (See “Big Architect, Little Architect.” Personally I think it’s clear that content is always in motion, and unsupported efforts to dominate and control it are doomed.  People are a critical element of a successful IA project, since those who create and use information are in the best position to judge and improve its quality. Many hands make light work, as the saying goes.

For example, if you want a rich interactive search results page, you need to add some structure to your content. This can happen anytime from before the content is created (using pre-defined templates) to when it is presented to a user on the search results page. Content is different than data, a theme Rob Karel and I explored in our research on Data and Content Classification. For this reason, IA is both a “Back end” and a “Front end” initiative.

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Q4 2009 IT Market Data As We Expected Shows End of Tech Downturn

Andrew Bartels

The first reports on the IT market in Q4 2009 are now in, and they are in line with our prediction that the tech market recession ended in that quarter (see US And Global IT Market Outlook: Q4 2009). Overall, the tech market in Q4 2009 was more or less flat with the same quarter the year before – an improvement from prior quarter when growth was negative, and evidence that the 2010 tech market will post positive growth. 

  • The US economy was stronger than expected, by 5.7% real GDP is an aberration.  The US Department of Commerce released preliminary data on Q4 2009 economic growth, and the results was a surprisingly strong 5.7% in real GDP, 6.4% in nominal GDP from the previous quarter (on a seasonally adjusted annualized basis).  However, about two percentage points of that growth was due to inventory re-stocking, which will not be repeated in future quarters.  And based on prior GDP reports, this growth rate will probably be revised down as new data comes in.  (In Q3 2009, the growth rate in real GDP started at 3.5%, but ended up revised down to 2.2%.)  Still, this report confirms that the US recession is over, and slower by steady growth is likely for the rest of 2010.
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In Amazon vs. Macmillan, Amazon comes off conqueror

James McQuivey

It was a surprising weekend for those of us who had naively imagined that after crossing the River iPad, we might actually get some Elysian rest. But, alas, the fates conspired against us and handed us the curious case of Amazon vs. Macmillan. Or Macmillan vs. Amazon?

For those who actually took the weekend off, let me summarize what happened. John Sargeant, the CEO of Macmillan Books, gave Amazon a wee-bit of an ultimatum: switch from a wholesale sell-through model, where Amazon buys digital books at a fixed wholesale rate and then can choose to sell those books at whatever price it deems appropriate (even at a loss, as it does with $9.99 bestsellers), to an agency model, where Amazon agrees to sell at a price set by the publisher in exchange for a 30% agency fee. Sargeant explained to Amazon that if it did not agree to the switch, Macmillan Books would make its eBooks subject to significant "windowing" wherein new books are held back from the digital store for some period, say six months, while hardback books are sold in stores and possibly, digital copies are sold through the iPad at $14.99.

This is more detail than we usually know about a negotiation like this because of what happened next. Sargeant got off of a plane on Friday only to discover that Amazon had responded by pulling all Macmillan books from the Kindle store as well as from Amazon.com. He then decided to make it clear to the industry (and his authors) that this drastic action was Amazon's fault, in a paid advertisement in a special Sunday edition of Publishers Lunch.

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Is 3-D Secure Insecure?

John Kindervag

Security Researchers in the UK say that the 3-D Secure (3DS) system for credit card authorization, a protocol that was "developed by Visa to improve the security of Internet payments," has significant security weaknesses. It is used by both of the ginormous card brands, known as "Verified by Visa" and "MasterCard SecureCode."

This could be a big deal.

In a recent paper, the researcher calls out 3-D Secure as a security failure that was pushed on consumers by financially incentivized merchants because, "its use is encouraged by contractual terms on liability: merchants who adopt 3DS have reduced liability for disputed transactions. Previous single sign-on schemes lacked liability agreements, which hampered their take-up."

According to the authors:

"3-D Secure has lousy technology, but got the economics right (at least for banks and merchants); it now boasts hundreds of millions of accounts. We suggest a path towards more robust authentication that is technologically sound and where the economics would work for banks, merchants, and customers - given a gentle regulatory nudge."

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