Lead-To-Revenue Management Automation Made In Europe

Peter O'Neill

Well, it finally got published by Forrester! Peter O'Neill here and my long-promised overview of lead-to-revenue management (L2RM) vendors "Made in Europe" got out last week. We were delayed because I had to wait for my US colleague to publish on some of our research ideas on L2RM automation in her introductory report, to which I refer in my report - and she had to negotiate her text around the wishful thinking of around 45 different vendors, all of whom have their own view of a L2RM architecture. That meant that my research done in the summer of this year may look a little out of date. But I fully expect to be able to update this report for Q2 2012 in response to many other European software vendors briefing me on their experience with tech marketing customers.

Anyway, without any further ado, here is the list of European vendors I did feature. The report goes into more detail, of course, on each vendor. I have also included a list of those North American L2RM automaton vendors who have offices in Europe.   

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Forrester's CPS Practice Welcomes Our Newest Analyst - Denée Carrington!

Carlton Doty

Over the summer, I asked you all whether we are finally headed toward a cashless society. Since then the battle for the digital wallet has certainly heated up. Well today, I am thrilled to announce the newest addition to Forrester's Consumer Product Strategy practice. Her name is Denée Carrington, and she will be joining us as a Senior Analyst, covering consumer payments, starting January 3, 2012. 

To provide more specifics, here's a sneak peek at some of the coverage areas where Denée will be able to help Forrester clients with consumer payment strategy in the new year:

  • Defining the future of consumer payments
  • Managing a portfolio of payment products (e.g. credit, debit, prepaid, contactless, mobile, person-to-person (P2P), etc.)
  • The business models and profitability of these payment systems
  • Understanding the dynamics of customer (consumer and merchant) payment behavior
  • Understanding the payments needs of different markets
  • Sizing the different payments market opportunities
  • Driving customer (consumer and merchant) adoption of payments systems
  • Building and developing new payment systems
  • Optimizing existing payment products to improve security and increase convenience
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Insurance eBusiness Initiatives And IT Priorities And Spending Closely Aligned For 2012

Ellen Carney

The insurance industry is in the midst of some big changes. Those changes introduce very new pressures, priorities, and uncertainties into an industry whose business depends on stability. In these dynamic times, carriers hang their hat on what they do for their customers, even if how it gets done and who does it might be changing. Our report, "Tech Opportunities In The North American Insurance Industry",  outlines the top business priorities and supporting technology investment plans of North American insurers.  In this year's study (our fourth) it turns out that:

Industry’s business outlook turns strongly positive with select IT spending following along. Even with a record number of disasters that have translated into record economic losses, more US and Canadian insurers have positive outlooks when compared with last year. What’s behind these buoyant outlooks? By all indications, it looks like insurers will be competing on something other than price, as the market condition changes to “firm” and even “hard” for some lines. This year’s top initiative remains growing the business, with ebusiness teams playing a starring role.

Technology’s value shifts to sales, service, and support, not simply cost-savings. Five years ago, the IT’s fundamental value proposition was as a means to take cost out of the insurance equation. While still important, virtually all the insurers we surveyed told us that technology was critical to how they serviced and supported their customers, and 80% told us that technology was essential in the insurance distribution and sales model.

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North American Banks Continue To Improve Their Digital Services: Forrester’s 2011 Bank Secure Website Rankings

Peter Wannemacher

Forrester’s two recent reports — 2011 US Bank Secure Website Rankings and 2011 Canadian Bank Secure Website Rankings — highlight the incremental improvements banking providers have made over the past year. Overall, scores among US and Canadian banks rose by an average of five points. The biggest gains can be seen in the improved usability of the websites, with big advances in users’ ability to navigate banks’ secure websites. Canada’s six largest banks gained more ground than their counterparts south of the border, with firms such as Bank of Montreal and Scotiabank rolling out completely overhauled secure sites. In terms of individual banks, we found that:

·         Wells Fargo, Bank of America, and Chase take the top three spots overall. Wells Fargo’s secure website is the only one we evaluated that scored above a 90 (out of 100) in the category of transactional content and functionality. In addition, it ranked first or second across all four categories of usability we evaluated. Bank of America earned an overall score of 81 by offering best-in-class alerts and self-service functionality. Chase, meanwhile, had a strong showing with convenient secure website functionality such as multiple bill payment options and solid mobile banking features.

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Strategic Content Management Will Make Marketing More Predictable

Peter O'Neill

 

My first job, writes Peter O'Neill, after university was as a business analyst at Ford Motor Company, assisting an executive who sat on the monthly Project Appropriation Committee (PAC) where investments were approved. I learned to calculate the time-averaged rate of return and net present value for a project, proving it was better to invest in it than keeping the money in the bank. My executive ran an organization called General Services, which in those days (1978) included generating our own electricity within the factory complex in Dagenham, England. Now they take their power from the national grid and the generating plant is no more.

Now this is not a discussion of cloud computing and where enterprise IT will end up. What I most remember from those monthly PAC briefing books at Ford was the marketing project submissions. They also had documented TARR and NPV numbers. They would predict that by investing a sum of money in a promotional campaign (e.g., a special car model, dealer incentive, discounts), their market share would go up by, say, 0.7 percentage points – Ford was the UK market share leader in those days at around 30%, selling mostly company cars to businesses. I often checked out whether or not the predicted market share change actually happened and it mostly did –  marketing was able to quantify its contribution very well indeed. 

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“Cyber Friday”

Andy Hoar

When we think about the Thanksgiving weekend and online sales, we’re conditioned to think "Cyber Monday."  But now there’s another online sales story to report -- Black Friday.

While Cyber Monday saw a record $1.25B in online sales this year, a somewhat underreported story was that Black Friday also set a record by bringing in $816MM– or nearly the same amount spent on Cyber Monday just two years ago.   

Increased Black Friday online sales are being driven by:

  • A behavioral shift among consumers. In 2010, 49% of consumers surveyed after the Thanksgiving holiday weekend said that they shopped less in stores on Thanksgiving weekend because they were shopping online instead. In addition, an increasing number of online shoppers report that they are now pre-shopping online for Black Friday deals.
  • High traffic throughout the weekend. This year, Thanksgiving Day took the top spot for holiday weekend online traffic, but Black Friday finished second -- edging out Cyber Monday by a nose.  Data from Experian Hitwise shows that traffic to the top 500 online retailers increased by 2% YOY on Black Friday to more than 170 million unique visits.
  • The consumer perception that better deals can be found online. 58% of US online adults say that they are more price-conscious today than they were a year ago. 48% maintained that they found better values and deals online.   
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Twitter Launches Brand Pages: What It Means For You

Melissa Parrish

Yesterday, Twitter announced the launch of its highly anticipated brand pages. The move is being lauded as the next logical step for the social network in attempting to bring its offerings in line with competitive services for companies -- like the already-launched Google+ brand pages and the perennial favorite Facebook pages. But how exactly will the changes help brands or change the way they interact? 

First, the the pages offer marketers more branding opportunities. A large banner on the top of the page will let you show off your logo or other creative without worry that it'll get lost behind the Twitter stream like your custom background images may on your current pages.  

Second, you'll be able to make a tweet sticky by pinning it to the top of your stream -- with media like photos or videos -- for as long as you choose. 

These features sound -- and are -- good news to marketers who've wanted better tools to create a destination for their audiences on Twitter. But remember, the majority of interaction with your followers on Twitter happens in the stream, not on your brand page. So while these new tools will let you position your Twitter presence better to capture new followers, you still have to have a clear strategy for engaging your followers once you've got them . . .

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The Data Digest: The Profile Of Digital Moms

Reineke Reitsma

Since 2007, Forrester has been advising companies about how to use its POST— people, objectives, strategy, technology — methodology to develop social media strategies that help them engage with their audiences via social media. Since then, social media uptake has grown enormously, and brands now have a multitude of social platforms from which to choose. Before you decide which platforms to go with, do you actually know where your audience is in the social media world?

Even today, when social media usage is close to mainstream in the US, different target groups still show different behaviors. For example, when you want to target moms, you have to understand what makes them tick online.

Forrester’s Technographics data shows that the majority (71%) of US female Internet users are Joiners and Spectators. They maintain their profiles on social networking sites and actively consume shared content online. This shows that it is important for brands to have a website, a blog, videos on YouTube, and a social network presence. It is also important for brands to update the information on their website or social network profile regularly and make it both informative and entertaining.

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What You Need To Know About The Online Sales Tax Debate

Sucharita  Mulpuru

As the debate around mandating an online sales tax rages on, Forrester remains convinced that 2012 will see no significant national change to the current tax structure.  As stated in my new report, “What You Need To Know About The Online Sales Tax” and a previous blog post around the issue, some are framing the debate in such a way that online-only companies like Amazon and eBay are tax-shirking delinquents; they’re not. Not only are they in compliance with current law, Amazon, who was at one point resolutely opposed to any new legislation, has made concessions to voluntarily start collecting tax and in fact, physical retailers may soon regret their staunch stances as the balancing act that Amazon avoided around nexus kept them squarely away from physical stores to date.  Now, that may change and create yet another headache for retailers as Amazon reportedly ponders stores.

So what does this all mean? There is likely to be a few more years of heated debate around the issue followed by a number of possible outcomes. eBusiness professionals should stay abreast of situation, but realize that this is not likely to be a game changer for the following reasons:

  • Tax has a negligible impact on online shopping behavior.  In a survey that was conducted in partnership with Bizrate Insights, we found only 8% of consumers said that tax was a priority consideration. Furthermore, only around one quarter of buyers said that the introduction of a sales tax would cause them to switch retailers.
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Google One-Day Shipping + Google Wallet = PIDM, Phase I?

Fatemeh Khatibloo

By now, you’ve likely read a whole host of stories about Google’s reported play at competing with Amazon’s Prime "one-day shipping" program. The crux of it? The internet giant is planning to leverage its local search product to offer consumers a same-day shipping option if they purchase from a participating retailer.

There are plenty of challenges to this business model, many of which are covered here and here--logistics, data sharing, and cost structure are just three key issues that Google would need to tackle head-on to make such a program viable. Nonetheless, it got me thinking... there’s an aspect of this proposed plan that is awfully intriguing from a Personal Identity Management (PIDM) perspective. 

Google could effectively build the first purchase transaction personal data locker. Here's how:

  • In order to facilitate delivery, Google would have to capture transaction data at the product level.
    • This would let consumers maintain "anytime-anywhere" access to their purchase history. Imagine never again rooting around for a receipt to return an item, or trying to remember which size bags your vacuum cleaner takes.
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