Have You "Signed In" With Facebook Recently?

Peter Sheldon

The online registration page has always been a necessary evil. Despite the obvious need to collect customer information online, 11% of US adults have previously abandoned an online purchase either because  they didn't want to register online or the site they were visiting was asking for too much information. Many websites make it downright difficult to register, with seemingly endless input fields, complex password requirements and even annoying captchas all conspiring to make the process of buying online incredibly frustrating. To put this in context, a retailer with $200m of annual online revenues could be leaving a further $22m on the table simply due to the complexity of the registration step in their checkout process. But this is old news. For years eBusiness professionals have obsessed with optimizing the registration process, using A/B and multivariate testing to try and find the right balance between collecting enough customer information and exasperating their customers.

However, the days of optimizing the registration process may be fast coming to an end. In fact the playbook on customer registration tactics is being completely rewritten as a new and increasingly familiar button takes hold across the web: 

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Calling All Product Strategy Professionals!

Carlton Doty

We're looking for a new analyst to join Forrester's Consumer Product Strategy practice. Are you experienced in the field of product planning, development, and innovation? Do you have an insatiable curiosity for where the digital economy is headed and how digitally disruptive products are changing the world in which we live? If this sounds like you, keep reading . . .

Digital disruption is transforming consumer products, inverting industry economics, and redefining customer relationships for companies in all industries. Forrester is helping our clients adapt their businesses and innovate their products in response to the unprecedented pace of technology change that characterizes this revolution. We need a Senior/Principal Analyst with cross-industry experience to join the team and help serve Forrester’s clients with forward-looking research and advice on how product strategists can capitalize on digital disruption. 

If you’re interested, apply online. We look forward to hearing from you!

Welcome To The Era Of Digital Intelligence

Joe Stanhope

I’m excited to announce the recent publication of Welcome To The Era Of Digital Intelligence. This idea has been brewing for a long time, and it shouldn’t surprise anybody who follows interactive marketing or web analytics. The macro marketing environment has changed – and continues to rapidly evolve – to accommodate new touchpoints, sophisticated consumers, and highly coordinated multichannel customer experiences. And as the remit of marketing expands, so too must that of marketing analytics.

It’s clear that traditional analytics approaches were not designed or intended to handle the breadth of channels, devices, volume, and speed that fuel today’s digital interactions. The endemic symptoms of these gaps are plain for anyone to see: the proliferation of analysis tools, the explosion of data warehousing projects, and the struggle to translate analytics into actionable insights. It is abundantly clear that we need to take a step back and re-imagine an analytics framework that adequately supports modern digital marketing.

Forrester calls this updated approach to marketing analytics “digital intelligence,” defined as:

The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.

Digital intelligence comprises six “layers”:

  1. Digital data inputs – incorporating data from all digital marketing touchpoints
  2. Business data inputs – putting digital marketing data into context with data from the business
  3. Data processing – collecting, integrating, and managing data with a high degree of speed and granularity
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The Cross-Channel Attribution Landscape

Tina Moffett

As a new analyst at Forrester, I’m taking over coverage of cross-channel attribution, metrics, and measurement for customer intelligence professionals. It is a wide-spanning topic to cover, but I’m up for the challenge!

One of the major topics that I’ll cover is cross-channel attribution. Cross-channel attribution is essentially an advanced measurement approach to measure channel performance and customer performance metrics more accurately by calculating the true credit given to a specific marketing effort that leads to a desired customer action. It’s a daunting task for marketers because it requires organizational support and a deep understanding of attribution modeling.

For support, marketers often turn to external vendors — the subject of my latest research: Understanding the Cross-Channel Attribution Landscape. As I was researching this report, it was clear that cross-channel attribution is top of mind for marketers and CI folks alike. Why? It’s a more advanced, precise way to measure channel and customer performance. In an age of austerity that requires responsible and efficient marketing investment, it’s no wonder that it’s a priority.

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Barclays Bank Raises Its Game In Digital Financial Innovation

Benjamin Ensor

At our Marketing & Strategy Forum last November, Sean Gilchrist, head of digital banking at Barclays Bank, talked passionately about the importance of customer experience to the work being done by his team at Barclays. It's good to see some of the results of that focus on customers in two innovations introduced by Barclays in the past few weeks:

  • Firstly, Barclays has started rolling out a new online banking interface. While I'm sure that not every customer will like the change, the point is that Barclays is taking a modular (or widget-like) approach to displaying content and functionality in anticipation of having to serve customers on a rapidly growing range of digital devices. We think that approach is going to become increasingly common as eBusiness teams adjust to the fragmentation brought by the Splinternet.
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The Data Digest: Mobile Banking Uptake

Reineke Reitsma

The New York Times recently published an article based on a Forrester report (Mobile Is The New Face Of Engagement) about the uptake of smartphones worldwide in the years to come. And for 2011 it was estimated that just under 500 million smartphones were shipped. Knowing the drivers behind the growth of smartphones gives businesses confidence in mobile technology investment — even when uptake is currently still limited.

In the US today, Consumer Technographics® data shows that mobile usage is still far from mature in many industries. Take the financial industry as an example: 21% of US online adults with a mobile phone do any form of mobile banking versus 73% of US online adults who do online banking. When looking at the different generations, we see that younger generations, who are more likely to be early smartphone adopters, dominate in mobile banking.


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New Channels Track At Forrester's TSE Forum

Tim Harmon

This year (next month) Forrester’s Technology Sales Enablement Forum will sport a new channels track.  With a theme of “Bridging the Strategy-to-Execution Gap,” we will drill into the issues vexing channel professionals on why “perfect” strategies, involving partner recruitment, partner enablement, and partner loyalty, often fall flat with channel partners.

I’m particularly excited by being joined on stage, not just by my colleagues Dane Anderson and Michael Speyer, but by [yes, real live] channel execs Jon Roskill of Microsoft and Wendy Bahr of Cisco. Jon and Wendy are going to share their insights and their most effective techniques around channel enablement – i.e., how their companies’ channel teams empower their channel partners to effect maximum productivity.  Attendees will have plenty of opportunity to grill Jon and Wendy with their particular issues.

Moreover, Dane, Michael, and I are going to bring “the voice of the channel partner” directly into our explorations of partner management execution.  I’m sure you’re going to take away some valuable, actionable ideas for boosting your own channel strategy-to-execution map.  Check it out:


Forrester’s Technology Sales Enablement Forum 2012

Bridging The Strategy-to-Execution Gap

March 19-20, San Francisco



See you there!

Showing Facebook Love On Valentine's Day

Gina Fleming

Recently, social media consultancy Sociagility published an infographic showing the top brand leaders and laggards in the social media space based on a study conducted in November 2011. The infographic ranks brands based on their proprietary PRINT index, which is based on popularity, receptiveness, interaction, network reach, and trust. The top brands include Google, Disney, Starbucks, Apple, and BlackBerry. I visited these brands on Facebook and found some similarities: They each have millions of fans, they have fun and interactive brand posts, and most are wishing their fans a happy Valentine’s Day. They’re also inundated with positive comments from fans.

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If The Market Is Changing, So Must Your Market Research Sources And Processes

Peter O'Neill


As mentioned in my last blog, I (Peter O'Neill) was at the Distree EMEA event last week and met with many executives from tech industry vendors and distributors. I also swapped impressions about market trends with colleagues in other research organizations, such as Context, GfK, IDC, and Regent. 

The most discussed section of my keynote presentation was “Apple takes a bite at B2B business,” where I quoted research from my illustrious colleague Frank E. Gillett. I said that Apple had an 8% share of new “corporate PCs” in 2011, which we predict will grow to 13% in 2013. Apparently, many vendors and distributors haven’t noticed this: They aren’t getting the same message from their usual research providers. Later in the week, I listened to such a presentation in which it was reported that “the PC market slowed in 2011 but will pick up again in 2012.” Another researcher made a similar observation in his presentation. No mentioned of any new vendors or devices: “Not significant” was the tenor.

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CI FAIL: The Valentine's Day Edition

Fatemeh Khatibloo

Despite being something of a romantic, I don't really go in much for the so-called "Hallmark Holidays." In fact, this XKCD comic sums up my feelings rather perfectly:

Still, I'm very aware that lots of other people enjoy Valentine's Day, and that it's a holiday that's just begging for CI pros to get more strategic about. Leveraging shared wish lists is one use case I really like, as is intelligent (read: permission-based) householding. Imagine, for example, a travel company that enables a couple to "gift" each other a special dinner or spa treatment during a shared vacation. 

But sometimes, CI goes horribly awry, as I recently experienced with Proflowers.com. I offer Exhibit A:

This email was sent to my email address, but addressed to my ex-husband. It's not hard to understand how this could happen: householding snafus might sometimes create a false connection between an email address and a first name, for example. In the grand scheme of things, if I was going to put CI Fails on a TSA-scale rating, I'd give this one a very bright yellow.

But embarrassingly (for all involved) it got worse. Just a few days later, another of Proflowers' brands, Shari's Berries, sent me this email:

In case it wasn't obvious? I'm not Kimberly.  

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