"Reports" Articles

Marketing Performance Measurement: A Q&A with Forrester Research

MarketShare
by MarketShare February 29th, 2016
Marketing Performance Measurement: A Q&A with Forrester Research

Marketers today seek a nuanced approach to measurement—one that provides a unified view of customer interactions and develops complex cross-channel analytics. Read Full Article

Customer Journey Analytics: A Q&A with Forrester Research

MarketShare
by MarketShare February 23rd, 2016
Customer Journey Analytics: A Q&A with Forrester Research

Exploring the world of customer behavior, emotion, perception and motivation to reveal how brands can understand their customers and enhance their path to purchase journey. Read Full Article

Customer Journey Analytics: A Q&A with Forrester Research

Tomás Hernandez
by Tomás Hernandez February 23rd, 2016
Customer Journey Analytics: A Q&A with Forrester Research

Customer journey analytics is a practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints. Marketers can then use the information gathered over time to optimize the interactions and predict the behavior of their customers in the future. To provide a better understanding of customer journey analytics, Neustar recently commissioned Forrester Research to share its insights though a question-and-answer session with Tina Moffett, a senior analyst at Forrester. Read Full Article

Big Data: Insightful or Exclusionary?

Tomás Hernandez
by Tomás Hernandez February 8th, 2016
Big Data: Insightful or Exclusionary?

When it comes to information for and about consumers, is big data everything it promises to be? And do we all have the potential to benefit equally from the insights derived from that data? In an effort to answer these questions, the Federal and Trade Commission (FTC) recently investigated the advantages and risks to consumers of using big data. Read Full Article