Online Measurement: Taking The Debate To The Next Level

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

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At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.

For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):

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The Data Digest: US Triple Play Subscribers' Profile

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Seventy-seven percent of online consumers have Internet, TV, and phone services. Data from our North American Technographics Mobile And Telecom Online Survey, Q3 2009 shows that of this group, about a third receive all three services within a bundle. Consumers who have a triple-play contract have a higher household income and are more likely to have children.

Profile-triple-play-owners 

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A Fond Farewell to John Lovett

Carlton Doty

About a year ago, I took over the management of what has become Forrester's Customer Intelligence (CI) team. In doing so, I've had the pleasure of working with Senior Analyst John Lovett, who joined the team after our acquisition of Jupiter Research last year. Regretfully, I must tell you that John has decided that it's time for a change of pace.

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A Look at Next Week's Marketing Forum EMEA

Zia Daniell Wigder

Zia_Wigder
By Zia Daniell Wigder

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How Industries Spend On Interactive Marketing

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I dedicate this blog post to anyone who has read Forrester's interactive marketing forecast and thought, "well that's great, but how are interactive marketers in *my* industry spending on interactive tools." I've just published the US Interactive Marketing Forecast By Industry, 2009 to 2014 which splices our interactive marketing forecast by 12 different industries including:

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The Frustration Of Market Researchers: Lack Of Action

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Recently I did some interviews with consumer market researchers to better understand what’s on their minds. One of the issues that kept coming up in the conversations was around the lack of influence on the follow-up on research results. One person summed it up quite nicely: “We’ve done this great project, got valuable insights, delivered the results, discussed conclusions and possible actions, got lots of praise and then … nothing happens”. It was the biggest frustration across all researchers I've talked to: how can you make people act upon the research results?

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Guest Post: Michael Greene on How to Source Video Ad Creative

Nate Elliott

You may not know the name Michael Greene, but if you're a Forrester client or you read this blog regularly then you've certainly seen his work. As a researcher on our team, Michael produces some great research -- most notably on the topics of sponsorships and video advertising. Below, Michael shares his thoughts on one of our latest research topics, sourcing video creative:

Mgreene [Posted by Michael Greene.]

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Should you believe everything you read in a blog?

Peter O'Neill

By Peter O'Neill

Or ...Opalis NOT Acquired By Microsoft


We analysts always tend to want to be the first on the stage with impending news and blogs are a perfect medium for getting information out as quickly as possible. In fact, blogs can even sometimes be just a little ahead of the news it is predicting, and are sometimes held responsible for the said event. That is why financial analysts, when they blog, always disclose their portfolios in relation to the companies mentioned in the blog.

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The Data Digest: Trending Online Payment Preferences In Europe

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Payment preferences still vary widely across European countries. Data from our European Technographics Retail, Customer Experience, And Travel Online Survey, Q3 2009 shows that payment patterns are partly determined by whether domestic debit cards can be used to shop online. In markets where debit cards work online, they are the most popular online payment method. In markets where debit cards don’t work online, online shoppers seek alternatives. Online payment services like PayPal are on the rise in Europe: 36% of online buyers regularly used PayPal in 2009 compared with 26% in 2006, while cash on delivery is used less.

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Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

Nate Elliott

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Yesterday we published a case study that I'm really excited about, covering how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the tweet-up in Vancouver, and thought they were a great example of the power of both online and offline influence.

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