Sean Corcoran, Vidya Drego and I just published a report on The Future Of Agency Relationships. The report is written for CMOs and includes a call for marketing leaders to lead agency change to survive in the Adaptive Marketing era. We posit that marketers should assess their partners using three I's — ideas, interaction, and intelligence — to select the right partners. Sean posted a blog post this morning on the Marketing Leadership blog, and Ad Age featured the report on today’s front page.
Greetings from beautiful Salt Lake City, Utah, where I'm at the 2010 Omniture Summit. It's been a good week, I must say that my favorite part has been the opportunity to meet with so many web analytics practitioners, friends, Forrester clients and the Omniture team. If you didn't attend but are interested in getting a feel for the event, check out the Twitter hashtag, #omtrsummit.
I am pleased to announce that this week we are initiating the research process for the inaugural Forrester Wave™ evaluation of Online Testing and Targeting platforms. We plan to publish this Wave report in the third quarter of 2010. Upon completion this research will be distributed to senior marketing executives at hundreds of large marketing organizations globally.
The first phase of the process is to determine the field of vendors who comprise the Online Testing and Targeting landscape. We have already identified and contacted a number of companies who participate in the market via previous research efforts.
Forrester is actively innovating our use of social media, and this extends to the research process. I would like to solicit your input through two modes of participation:
1. If you are a practitioner, please share which Online Testing and Targeting vendors you currently or have previously used. Also please let me know if you would be interested in receiving followup communications to discuss your experiences with vendors and online testing in general.
2. If you represent a vendor in the Online Testing and Targeting space and would like to be considered for inclusion in the Wave report please let me know and we'll send you our preliminary vendor survey to complete and submit.