Mobile Marketing Primer for 2016
|
|
- Claud Poole
- 7 years ago
- Views:
Transcription
1 Gartner for Marketers Mobile Marketing Primer for 2016 Adam Sarner Research Vice President Mike McGuire Research Vice President Charles S. Golvin Research Director
2 G Mobile Marketing Primer for 2016 Published: 25 January 2016 Analyst(s): Adam Sarner, Mike McGuire, Charles S. Golvin Mobile marketing promises to engage audiences at any time and virtually any place. Marketers can use this primer to understand how Gartner research helps build a mobile marketing team, develop a connected strategy and invest in the right tools. Scope Effective mobile marketing balances targeting individuals/audiences on mobile devices with gathering data on how mobile device use informs mobile and the rest of a marketing organization. It covers: Turning mobile marketing into the great connector in a marketing department taking a customer's or prospect's mobile engagement information and triggering an action by other marketing channels Helping mobile marketers navigate a complex and varied vendor landscape of mobile marketing technology providers, mobile marketing analytics and audience measurement providers Developing effective mobile engagement strategies and tactics enabled by an expanding portfolio of tools Managing these dynamic forces for all marketing programs, where delivering measurable results is a fundamental requirement
3 Analysis Figure 1. Mobile Connects Online and Offline Experiences Source: Gartner (January 2016) View your mobile marketing strategy as a process of blending technologies and techniques that enable you to reach customers and prospects at any moment in the purchase or post-purchase cycle. Mobile devices, smartphones in particular, can serve as a sensor and conduit of contextual information (such as location) to you. They also provide input about preferences and interests gleaned from a customer's or prospect's social media, online and offline purchases. Also, devices offer insight into how customers and prospects use search and discovery tools, which helps marketers identify and respond to signals of purchase intent. Successful mobile engagements, whether occasional or episodic, begin with affirming how customers or prospects want to engage via their mobile device. You can take advantage of key data elements offered through mobile engagement location, time and community then layer them with insights that extend and are formed beyond the mobile channel. Elements such as purchase intent or purchase history allow you to personalize above and beyond knowing where someone is, or the conditions or stimuli around them. These elements may be the most important factors to a successful, noninvasive interaction. Page 2 of 7 Gartner, Inc. G
4 However, without a clear and definitive mobile strategy based on a solid understanding of your customers' mobile preferences, which come from investments in mobile marketing analytics, the mobile device's unique capabilities can also create the risk of delivering a negative experience given the real-time and potentially intrusive nature of this medium. Top Challenges and How Gartner Can Help Creating effective mobile marketing strategies requires identifying internal and external resources people, process and technologies to build a connected mobile marketing strategy. Such strategies are characterized by the use of analytics to ensure that mobile marketing efforts can activate, or be activated by, other elements of the marketing organization. Our research helps marketers overcome the key challenges highlighted in the next section. How do I ground my organization and my mobile marketing strategies in mobile marketing analytics? Mobile marketing leaders some carrying a mobile-specific title, some as marketing engagement or marketing growth specialists are frequently challenged with justifying investments in mobile marketing. Many marketers undercut their own best intentions by not investing in mobile marketing analytics. Gartner surveys of mobile marketers have shown nearly half of those surveyed did not regularly use mobile marketing analytics. Marketers who don't invest in a solid analytics foundation feed the skepticism that mobile's value still exists. But there are examples of companies in the hospitality, ticketing, retail and transportation industries that are generating significant revenue by focusing on enabling specific functionality straightforward, frictionless transactions or discovery. Analytics often reveal where the best opportunities for engagement lie. Leading companies, such as LiveNation and Starbucks, place a heavy emphasis on the use of analytics to obtain customer insights that enable them to optimize mobile engagements and drive real business value. LiveNation, the live-events ticket company, in its 2014 annual report states that it generated 18% of its global revenue in 2014 via mobile, a 35% bump over 2013's mobile contribution. The company also reported better fan engagement and an overall better purchase flow via the mobile channel. Starbucks' CEO noted that 16% of all Starbucks transactions are generated by mobile payments via its app. The common link: focusing the app's functionality on convenient, reliable, timely transactions or content delivery. Planned Research Effective Engagement with the CIO The Foundation of a Mobile Marketing Center of Excellence Market Guide for Mobile Marketing Analytics Five Steps to Add Mobile to Your Digital Marketing Strategy Gartner, Inc. G Page 3 of 7
5 How do I extend our brand-value proposition with our mobile marketing efforts? A company's mobile value proposition should extend beyond treating mobile as just a "channel." Understanding how a mobile engagement or experience translates into a brand's value proposition is crucial to success, particularly in the development of a complete customer experience. A B2B marketer typically deals with longer sales cycles, a smaller customer base and products with complex manufacturing or distribution requirements, compared with a B2C marketer of consumer packaged goods or a media company. Use of analytics to understand how online and mobile users are interacting with their brands is a common requirement for B2B and B2C marketers. Planned Research Where Mobile Marketing Fits in Your Digital Marketing Strategy Mobile Marketing Maturity Model Mobile Marketers Must Focus on Mobility, Not Mobile How do I avoid creating a "mobile marketing island" within the marketing team? Mobile's long-term value to a marketing team comes down to orchestrating technologies and techniques that take advantage of customer and prospect use of mobile devices. A major contribution that mobile makes to the larger marketing operation is as the conduit or complement to other channels, such as , search marketing, social marketing and digital commerce. Marketing activities that are adjacent to a transaction, such as coupons, promotion, loyalty and resell/upsell, previously stood independently. Now, with these elements potentially integrated into the transaction via the mobile device, marketing too must tie seamlessly into the payment activity. Cross-device identification tools to identify customers on the different devices they use, as well as location- and proximity marketing approaches require a flexible and varied set of analytics to fully exploit the mobile marketing opportunity to contribute to all stages of a purchase process. Marketers must rise to the challenge of exploiting mobile's ability to link to and activate the engagement points controlled by peers in multichannel, social, and Web marketing teams. Planned Research Mobile's Growing Role in Multichannel Marketing Effective Engagement With the CIO The Foundation of a Mobile Marketing Center of Excellence How Marketers Should Tap the Mobile Payment Opportunity What are the best metrics to use in designing programs, developing real-time engagements and measuring the effectiveness of my mobile marketing program? The best mobile marketing, not to mention digital marketing, strategies are measured using robust and continuously tested and refined metrics, and key performance indicators that communicate the specific business results mobile marketing efforts have delivered. As noted earlier, marketers who Page 4 of 7 Gartner, Inc. G
6 don't invest in mobile marketing analytics make their lives difficult because analytics are necessary to measure the effectiveness of their mobile marketing strategies and tactics. This is particularly disconcerting given the widespread availability of mobile marketing analytics solutions and digital marketing hubs (see "Market Guide for Mobile Marketing Analytics, 2015" for more details). Whether looking for mobile Web analytics or app analytics, these solutions are critical to understanding how to meet the customer or prospect on their terms. Why send a discount when relevant, value-added content will do? Mobile analytics help inform the timing and targeting of mobile offers and experiences. Predictive and location analytics are perhaps two of the most alluring and important capabilities for mobile marketers. Effectively anticipating customer or prospect needs/wants and being able to leverage location information to deliver the most relevant and compelling offers can make the difference between also-ran mobile marketing campaigns and the kinds of campaigns and engagements that can move the needle on marketing's effectiveness and business results. Planned Research Mobile, Search and the Future of Mobile Marketing Market Guide: Mobile Marketing Analytics Related Priorities Table 1. Related Priorities Priority Multichannel Marketing Emerging Tech and Trends Customer Experience Digital Commerce Focus Multichannel marketing represents orchestrated interaction across digital and traditional customer touch points. Technology is fundamentally changing the nature of relationships among people, companies and products, unleashing trends that are vital for brands to address. Today, 89% of marketers compete primarily on the basis of customer experience discrete moments that, together, strengthen or weaken a customer's preference, loyalty and advocacy. Marketing leaders are on the hook to deliver measurable business impact. Digital commerce drives directly attributable revenue and also collects valuable customer insight. Source: Gartner (January 2016) Suggested First Steps "Where Mobile Fits on the Strategic Road Map" Gartner, Inc. G Page 5 of 7
7 "Maturity Model for Mobile Marketing" "Mapping the Mobile Customer Decision Journey" "Mobile Marketing Strategic Insight: Stop the Debate About Native App or Mobile Web" Essential Reading "Market Guide for Mobile Marketing Analytics" "Mobile Marketing Strategic Insight: Stop the Debate About Native App or Mobile Web" "Survey Analysis: Mobile Marketing's Growing Role in MCCM" "Take Five Steps to Build Mobile Into Your Digital Commerce" Analyst Profiles Mike McGuire More on This Topic This is part of an in-depth collection of research. See the collection: Gartner for Marketing Leaders' Research Overview for 2016 Page 6 of 7 Gartner, Inc. G
8 GARTNER HEADQUARTERS Corporate Headquarters 56 Top Gallant Road Stamford, CT USA Regional Headquarters AUSTRALIA BRAZIL JAPAN UNITED KINGDOM For a complete list of worldwide locations, visit Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in any form without Gartner s prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner s research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner s Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see Guiding Principles on Independence and Objectivity. Gartner, Inc. G Page 7 of 7
9 Digital has redefined the role of marketing, adding new players and creating bigger complexities. Gartner for Marketers helps you get up to speed on and stay smarter in the eight marketing areas that matter most: social, mobile, multichannel and data-driven marketing, digital commerce, customer experience, marketing management, and emerging marketing technology & trends. Our clients say that they use our real-time, expert advice and objective research, data and tools to: Target the right audiences Choose the right channels Quickly shortlist marketing and technology providers Stay informed on market and competitors Save time and avoid costly mistakes Gartner helps companies improve their business results through the use of technology. Our independent research and advice is trusted by business and technology leaders in more than 10,000 distinct enterprises around the world. Visit to learn 2016 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, info@gartner.com or visit gartner.com.
Agenda Overview for Social Marketing, 2015
G00270737 Agenda Overview for Social Marketing, 2015 Published: 19 December 2014 Analyst(s): Julie Hopkins Social marketing programs are maturing; executives increasingly expect ROI to follow social marketing
More informationAgenda Overview for Multichannel Marketing, 2013
G00245870 Agenda Overview for Multichannel Marketing, 2013 Published: 3 January 2013 Analyst(s): Jennifer S. Beck, Adam Sarner Consumers are in the driver's seat, with high expectations for multichannel
More informationAgenda Overview for Digital Commerce, 2015
G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.
More informationAgenda Overview for Multichannel Marketing, 2015
G00271717 Agenda Overview for Multichannel Marketing, 2015 Published: 19 December 2014 Analyst(s): Adam Sarner, Jennifer S. Beck Multichannel marketing is where content and context meet and where brand
More informationAgenda Overview for Mobile Marketing, 2015
G00270723 Agenda Overview for Mobile Marketing, 2015 Published: 18 December 2014 Analyst(s): Mike McGuire Mobile technologies enable digital marketers to engage customers at every stage of the purchase
More informationDigital Marketing Budgets Increase, Reflecting Focus on Customer Experience
G00255396 Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience Published: 9 January 2014 Analyst(s): Laura McLellan Gartner's Digital Marketing Spending Survey shows that digital
More informationAgenda Overview for Mobile Marketing, 2013
G00245888 Agenda Overview for Mobile Marketing, 2013 Published: 9 January 2013 Analyst(s): Mike McGuire Mobile computing will revolutionize digital marketing by exploiting rich information about where
More informationAgenda Overview for Emerging Marketing Technology and Trends, 2015
G00270688 Agenda Overview for Emerging Marketing Technology and Trends, 2015 Published: 18 December 2014 Analyst(s): Andrew Frank The best digital marketers exploit emerging trends and technologies to
More informationAgenda Overview for Customer Experience, 2015
G00270544 Agenda Overview for Customer Experience, 2015 Published: 22 December 2014 Analyst(s): Jake Sorofman Customer experience has emerged as a top priority for marketers. This overview summarizes how
More informationHow To Use Data To Drive Digital Marketing
G00270683 Agenda Overview for Data-Driven Marketing, 2015 Published: 29 December 2014 Analyst(s): Martin Kihn Gartner's 2015 research will help you seize the growth opportunities that data-driven marketing
More informationAgenda Overview for Marketing Management, 2015
G00270720 Agenda Overview for Marketing Management, 2015 Published: 18 December 2014 Analyst(s): Richard Fouts Increased participation in strategic business decisions and an evolving organization put new
More informationWhat's a Digital Marketing Platform? What Isn't?
G00252512 What's a Digital Marketing Platform? What Isn't? Published: 26 June 2013 Analyst(s): Jake Sorofman, Andrew Frank, Bill Gassman, Adam Sarner, Mike McGuire The rise of digital marketing has amplified
More informationHighlights of the 2015 CEO Survey: Business Leaders Are Betting on Tech
G00274032 Highlights of the 2015 CEO Survey: Business Leaders Are Betting on Tech Published: 10 April 2015 Analyst(s): Mark Raskino Gartner's annual survey reveals CEOs' heightened interest in tech-related
More informationFuture of Money: Digital Payment Advisors Will Transform the Payment Landscape
G00248422 Future of Money: Digital Payment Advisors Will Transform the Payment Landscape Published: 11 April 2013 Analyst(s): Alistair Newton DPAs are applications on a customer's mobile device that recommend
More informationRecognize the Importance of Digital Marketing
Recognize the Importance of Digital Marketing Laura McLellan, Lead Author Laura McLellan, Laura McLellan serves CMOs and other marketing executives, sharing how digital strategies are being integrated
More informationIntegrated Marketing Management Aligns Executional, Operational and Analytical Processes in a Closed-Loop Process
Research Publication Date: 26 October 2010 ID Number: G00207031 Integrated Marketing Management Aligns Executional, Operational and Analytical Processes in a Closed-Loop Process Kimberly Collins This research
More informationHow to Choose Providers for Mobile Consumer Application Platforms
How to Choose Providers for Mobile Consumer Application Platforms Michael McGuire Lead Author Michael McGuire,, Mike McGuire guides digital marketers on best practices for developing strategies. He specializes
More informationSelecting a Mobile App Development Vendor
G00246304 Selecting a Mobile App Development Vendor Published: 27 December 2012 Analyst(s): Ken Parmelee Ensuring that mobile app development vendors meet requirements and are viable requires an understanding
More informationKey Issues for Consumer Goods Manufacturers, 2011
Industry Research Publication Date: 1 March 2011 ID Number: G00210698 Key Issues for Consumer Goods Manufacturers, 2011 Don Scheibenreif, Dale Hagemeyer Gartner's 2011 consumer goods manufacturing research
More informationWhy CEOs Want A Digital Strategy This Year
G00247313 CEO and Senior Executive Survey 2013: Why CEOs Will Want a Digital Strategy This Year Published: 25 March 2013 Analyst(s): Ken McGee Gartner's CEO and senior business executive survey indicates
More informationSurvey Analysis: Adoption of Cloud ERP, 2013 Through 2023
G00261104 Survey Analysis: Adoption of Cloud ERP, 2013 Through 2023 Published: 24 January 2014 Analyst(s): Nigel Rayner This Gartner Research Circle survey conducted in September 2013 shows that some organizations
More informationEnsure Emerging Trends and Technologies Advance Your Marketing Strategy
Ensure Emerging Trends and Technologies Advance Your Marketing Strategy Richard Fouts, Jackie Fenn and Gartner Fellow Lead Author Richard Fouts, Richard Fouts guides digital marketers on best practices
More informationHow to Establish a Social Strategy for CRM
Research G00248778 8 February 2013 How to Establish a Social Strategy for CRM Michael Maoz, Jenny Sussin The next generation of social strategy for CRM initiatives will require cooperation from the CIO,
More informationRealize That Big Security Data Is Not Big Security Nor Big Intelligence
G00245789 Realize That Big Security Data Is Not Big Security Nor Big Intelligence Published: 19 April 2013 Analyst(s): Joseph Feiman Security intelligence's ultimate objective, enterprise protection, is
More informationThe Outlook for IT. 2014 to 2017. Michael Smith VP Distinguished Analyst January 31, 2014
The Outlook for IT Michael Smith VP Distinguished Analyst January 31, 2014 2014 to 2017 Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed
More informationThe Four New Ps of Marketing That CMOs and CIOs Should Consider
G00227185 The Four New Ps of Marketing That CMOs and CIOs Should Consider Published: 18 May 2012 Analyst(s): Kimberly Collins Four new Ps of marketing align people and processes across the marketing ecosystem,
More informationQ&A: The Impact of XBRL on Corporate Performance Management
Research Publication Date: 27 May 2008 ID Number: G00158184 Q&A: The Impact of XBRL on Corporate Performance Management Nigel Rayner Extensible Business Reporting Language is an XML-based standard that
More informationCase Study: Bonobos Uses Social Media to Grow Revenue 65 Percent
Case Study: Bonobos Uses Social Media to Grow Revenue 65 Percent Jennifer S. Beck Distinguished Analyst and Gartner Fellow Jenny Sussin Principal Research Analyst Lead Author Jennifer S. Beck, Distinguished
More informationThe Lack of a CRM Strategy Will Hinder Health Insurer Growth
Industry Research Publication Date: 15 October 2008 ID Number: G00162107 The Lack of a CRM Strategy Will Hinder Health Insurer Growth Joanne Galimi The Gartner 2008 healthcare payer application survey
More informationGartner Research Methodologies. Technology-related insights for your critical business decisions
Gartner Research Methodologies Technology-related insights for your critical business decisions Why research matters As digitalization continues to transform the way organizations do business, every technology
More informationSoftware and Data Are Reshaping the Advertising Market
THOUGHT LEADERSHIP Software and Data Are Reshaping the Advertising Market APR 2016 Scott Denne, Analyst Matt Mullen, Senior Analyst, Social Business The growth of digital media and mobile connectivity
More informationMake Migration From Windows Server 2003 a Priority, Before Support Ends in July 2015
G00263819 Make Migration From Windows Server 2003 a Priority, Before Support Ends in July 2015 Published: 18 June 2014 Analyst(s): Carl Claunch Support for Windows Server 2003 will end in July 2015. Production
More informationManaging the Risks of Running Windows Server 2003 After July 2015
G00263054 Managing the Risks of Running Windows Server 2003 After July 2015 Published: 1 April 2014 Analyst(s): Carl Claunch Windows Server 2003 and Windows Server 2003 R2 reach the end of their extended
More informationUse These Guidelines for Making Better CRM Consulting Provider Selections
Research Publication Date: 7 July 2006 ID Number: G00141062 Use These Guidelines for Making Better CRM Consulting Provider Selections Matthew Goldman, Ed Thompson, Lorrie Scardino Gartner sees many inconsistencies
More information2015 CIO Agenda: An Africa Perspective
G00272423 2015 CIO Agenda: An Africa Perspective Published: 30 January 2015 Analyst(s): Mbula Schoen, Wm. L. Hahn Gartner's 2015 CIO survey results clearly show that digital technologies are creating a
More informationThe Value of Integrating Configuration Management Databases With Enterprise Architecture Tools
Research Publication Date: 13 January 2011 ID Number: G00210132 The Value of Integrating Configuration Management Databases With Enterprise Architecture Tools Ronni J. Colville, Patricia Adams As configuration
More informationGartner's Business Intelligence and Performance Management Framework
Research Publication Date: 9 October 2006 ID Number: G00142827 Gartner's Business Intelligence and Performance Management Framework Bill Hostmann, Nigel Rayner, Ted Friedman The use of business intelligence
More informationInvest in an analysis of current metrics and those missing, and develop a plan for continuous management and improvement.
Research Publication Date: 29 April 2008 ID Number: G00154802 Key Metrics for IT Service and Support David M. Coyle, Kris Brittain To evaluate IT service and support performance, senior management must
More informationPublic/Private/Hybrid Cloud choosing horses for courses. NetEvents APAC Cloud Summit
Public/Private/Hybrid Cloud choosing horses for courses NetEvents APAC Cloud Summit David Coyle Managing Vice President Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication
More informationMobilizing the Enterprise: Trends, Strategies and Techniques
Mobilizing the Enterprise: Trends, Strategies and Techniques Richard M Marshall PhD Twitter: @rmmarshall Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be
More informationExecutive Summary for CMO Leadership, Accountability and Credibility Within the C- Suite, 2014
G00266667 Executive Summary for CMO Leadership, Accountability and Credibility Within the C- Suite, 2014 Published: 17 December 2014 Analyst(s): Laura McLellan Chief marketing officer responsibility is
More informationAgenda for Supply Chain Strategy and Enablers, 2012
G00230659 Agenda for Supply Chain Strategy and Enablers, 2012 Published: 23 February 2012 Analyst(s): Michael Dominy, Dana Stiffler When supply chain executives establish the right strategies and enabling
More informationData in the Cloud: The Changing Nature of Managing Data Delivery
Research Publication Date: 1 March 2011 ID Number: G00210129 Data in the Cloud: The Changing Nature of Managing Data Delivery Eric Thoo Extendible data integration strategies and capabilities will play
More informationKnowledge Management and Enterprise Information Management Are Both Disciplines for Exploiting Information Assets
Research Publication Date: 31 July 2009 ID Number: G00169664 Knowledge Management and Enterprise Information Management Are Both Disciplines for Exploiting Information Assets Regina Casonato This research
More information2010 Gartner FEI Technology Study: Planned Shared Services and Outsourcing to Increase
Research Publication Date: 20 April 2010 ID Number: G00176029 2010 Gartner FEI Technology Study: Planned Shared Services and Outsourcing to Increase John E. Van Decker, Cathy Tornbohm This Gartner Financial
More informationTop 10 Technology Trends, 2013: Cloud Computing and Hybrid IT Drive Future IT Models
G00237716 Top 10 Technology Trends, 2013: Cloud Computing and Hybrid IT Drive Future IT Models Published: 6 February 2013 Analyst(s): David W. Cearley, Donna Scott, Joe Skorupa, Thomas J. Bittman Cloud
More informationKey Issues for CRM Customer Service Strategies, 2010
Research Publication Date: 11 March 2010 ID Number: G00174743 Key Issues for CRM Customer Service Strategies, 2010 Michael Maoz Through 2013, tying together service interaction channels, integrating social
More informationTelco Multi-Play and Content Strategies
THOUGHT LEADERSHIP Telco Multi-Play and Content Strategies APR 2016 Declan Lonergan, VP, Research As telecom operators extend their convergence strategies and launch multi-play landline/mobile/tv services,
More informationBuild Better Social Relationships and Realize Better Results
SAP Brief Adobe Marketing s from SAP Adobe Social from SAP Objectives Build Better Social Relationships and Realize Better Results Develop relationships that work for you and your customers Develop relationships
More informationTOTAL DATA WAREHOUSING: 2013-2018
TOTAL DATA WAREHOUSING: 2013-2018 Analytic Database and Hadoop Market Sizing and Forecasts This report examines the marketplace for Total Data Warehousing including competing players, revenue generation
More informationACHIEVE DIGITAL TRANSFORMATION WITH SALES AND SERVICE SOLUTIONS
SAP Hybris Solution Overview: SAP Hybris Cloud for Customer ACHIEVE DIGITAL TRANSFORMATION WITH SALES AND SERVICE SOLUTIONS The Digital customer requires companies to be one step ahead of them, be better
More informationSocial Intranets and the Supply Chain
THOUGHT LEADERSHIP Social Intranets and the Supply Chain EXECUTIVE OVERVIEW SEP 2015 Alan Pelz-Sharpe, Research Director, Business Applications Matt Mullen, Senior Analyst, Business Applications In one
More informationDrive growth. See results. Performance Marketing Services Overview
Drive growth. See results. Performance Marketing Services Overview Channel agnostic portfolio management designed with your goals in mind. Channels don t matter to the customer; they engage with brands
More informationSingapore Empowers Land Transport Planners With Data Warehouse
G00219502 Singapore Empowers Land Transport Planners With Data Warehouse Published: 18 October 2011 Analyst(s): Eric Thoo The Land Transport Authority (LTA) of Singapore wanted to improve planning and
More informationTHE FUTURE CONTENT PART I: PERSONALIZING THE CONTENT EXPERIENCE
THE FUTURE OF CONTENT PART I: PERSONALIZING THE CONTENT EXPERIENCE Executive Summary HOW TO BUILD MEANINGFUL CONNECTIONS WITH YOUR CUSTOMERS THROUGH CONTENT INTERACTIVITY AND DATA In an age where interruptive
More informationThe Next Generation of Functionality for Marketing Resource Management
G00212759 The Next Generation of Functionality for Marketing Resource Management Published: 11 May 2011 Analyst(s): Kimberly Collins This research defines the next generation of marketing resource management
More informationIT asset management (ITAM) will proliferate in midsize and large companies.
Research Publication Date: 2 October 2008 ID Number: G00161024 Trends on Better IT Asset Management Peter Wesche New exiting trends will lead to a higher adoption of asset management methodologies. Tighter
More informationData Center Consolidation: Top 10 Best Practices for Project Success
Research Publication Date: 2 May 2011 ID Number: G00212551 Data Center Consolidation: Top 10 Best Practices for Project Success David J. Cappuccio Many data center consolidation projects fail to meet overall
More informationIT Architecture Is Not Enterprise Architecture
Research Publication Date: 17 November 2010 ID Number: G00206910 IT Architecture Is Not Enterprise Architecture Bruce Robertson Many enterprise architecture (EA) teams and their stakeholders still use
More informationThe Edge Manifesto: Digital Business, Rich Media, Latency Sensitivity and the Use of Distributed Data Centers
G00290109 The Edge Manifesto: Digital Business, Rich Media, Latency Sensitivity and the Use of Distributed Data Centers Published: 31 July 2015 Analyst(s): Bob Gill The edge manifesto calls for the placement
More informationThe Six Triggers for Using Data Center Infrastructure Management Tools
G00230904 The Six Triggers for Using Data Center Infrastructure Management Tools Published: 29 February 2012 Analyst(s): Rakesh Kumar This research outlines the six main triggers for users to start using
More informationSuccessful EA Change Management Requires Five Key Elements
Research Publication Date: 26 December 2007 ID Number: G00153908 Successful EA Change Management Requires Five Key Elements Richard Buchanan Change, in all its many aspects, is a critical aspect of the
More informationEmerging PC Life Cycle Configuration Management Vendors
Research Publication Date: 20 January 2011 ID Number: G00209766 Emerging PC Life Cycle Configuration Management Vendors Terrence Cosgrove Although the PC configuration life cycle management (PCCLM) market
More informationSalesforce.com's Chatter: Facebook-Like Feel for CRM Applications
Research Publication Date: 24 February 2011 ID Number: G00210748 Salesforce.com's Chatter: Facebook-Like Feel for CRM Applications Robert P. Desisto, Michael Maoz Salesforce.com attempts to use principles
More informationPeople-Focused Marketing At The Speed Of Today s Connected Consumers Engage your Audience with Real-Time Context and Relevance
A Forrester Consulting Thought Leadership Paper Commissioned By Criteo February 2016 People-Focused Marketing At The Speed Of Today s Connected Consumers Engage your Audience with Real-Time Context and
More informationRedefining Customer Analytics
SAP Brief SAP Customer Engagement Intelligence Objectives Redefining Customer Analytics Making personalized connections with customers in real time Making personalized connections with customers in real
More informationElevating the Customer Experience in the Mobile World
Elevating the Customer Experience in the Mobile World Mobile devices are now an ever-present feature of our daily lives Tablets, phones, watches we rely on them and the applications and services that they
More informationKey Issues for Identity and Access Management, 2008
Research Publication Date: 7 April 2008 ID Number: G00157012 for Identity and Access Management, 2008 Ant Allan, Earl Perkins, Perry Carpenter, Ray Wagner Gartner identity and access management research
More informationORACLE SOCIAL ENGAGEMENT AND MONITORING CLOUD SERVICE
ORACLE SOCIAL ENGAGEMENT AND MONITORING CLOUD SERVICE INTELLIGENT SOCIAL LISTENING KEY FEATURES Cross-network publishing Post scheduling Message targeting Assignments and workflow Roles and teams Audit
More informationCost Optimization: Three Steps to Saving Money on Maintenance and Support for Network Security Products
Research Publication Date: 10 December 2008 ID Number: G00163195 Cost Optimization: Three Steps to Saving Money on Maintenance and Support for Network Security Products Lawrence Orans, Greg Young Most
More informationGARTNER EXP CIO TOOLKIT: THE FIRST 100 DAYS. Executive Summary
GARTNER EXP CIO TOOLKIT: THE FIRST 100 DAYS Executive Summary Gartner EXP is an exclusive, membership-based organization of more than 3,000 CIOs and senior IT leaders worldwide. Members benefits from the
More informationAgenda Overview for Healthcare, 2013
Industry Research G00245392 Agenda Overview for Healthcare, 2013 Published: 2 January 2013 Analyst(s): Thomas J. Handler, M.D. Healthcare organizations face intense pressure to control costs, while improving
More informationImproving The Retail Experience Through Fast Data
A Forrester Consulting Thought Leadership Paper Commissioned By TIBCO Software February 2016 Improving The Retail Experience Through Fast Data Overview Customers expect better-individualized experiences
More informationClients That Don't Segment Their Network Infrastructure Will Have Higher Costs and Increased Vendor Lock-in
Research Publication Date: 15 March 2011 ID Number: G00210952 Clients That Don't Segment Their Network Infrastructure Will Have Higher Costs and Increased Vendor Lock-in Tim Zimmerman Enterprises must
More informationTop Eight Processes for Integrated Marketing Management in 2016
Top Eight Processes for Integrated Marketing Management in 2016 01 February 2016 ID:G00293631 Analyst(s): Kimberly Collins Summary IT application leaders must work with marketing leaders to deliver greater
More informationSolution Path: Threats and Vulnerabilities
Solution Path: Threats and Vulnerabilities Published: 24 January 2012 Burton IT1 Research G00226331 Analyst(s): Dan Blum This solution path helps Gartner clients develop a strategy and program for managing
More informationOvercoming the Gap Between Business Intelligence and Decision Support
Research Publication Date: 9 April 2009 ID Number: G00165169 Overcoming the Gap Between Business Intelligence and Decision Support Rita L. Sallam, Kurt Schlegel Although the promise of better decision
More informationMarket Guide for Network Sandboxing
G00271317 Market Guide for Network Sandboxing Published: 2 March 2015 Analyst(s): Lawrence Orans, Jeremy D'Hoinne Choosing a network sandboxing solution is challenging due to the wide array of options
More informationHow to Reduce Network Equipment Maintenance Costs
G00264020 How to Reduce Network Equipment Maintenance Costs Published: 13 May 2014 Analyst(s): Andrew Lerner, Mark Fabbi Each year, maintenance costs swallow 15% to 25% of total enterprise IT budgets,
More informationKey Issues for Data Management and Integration, 2006
Research Publication Date: 30 March 2006 ID Number: G00138812 Key Issues for Data Management and Integration, 2006 Ted Friedman The effective management and leverage of data represent the greatest opportunity
More information2009 FEI Technology Study: CPM and BI Pose Challenges and Opportunities
Research Publication Date: 23 July 2009 ID Number: G00168896 2009 FEI Technology Study: CPM and BI Pose Challenges and Opportunities John E. Van Decker Many organizations recognize that existing financial
More informationPRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM
PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM 01 02 03 04 05 06 WHY IT MATTERS GETTING STARTED STRATEGY CONCEPT PLAN TYPICAL INVESTMENT AND TIMEFRAME 01. WHY IT MATTERS When you re revamping a marketing
More informationPrivate Cloud Computing: An Essential Overview
Research Publication Date: 23 November 2010 ID Number: G00209000 Private Cloud Computing: An Essential Overview Thomas J. Bittman Private cloud computing requires strong leadership and a strategic plan
More informationThe Current State of Agile Method Adoption
Research Publication Date: 12 December 2008 ID Number: G00163591 The Current State of Agile Method Adoption David Norton As the pace of agile adoption increases, development organizations must understand
More informationHow To Create A Cloud Computing System
G00230221 Five Cloud Computing Trends That Will Affect Your Cloud Strategy Through 2015 Published: 10 February 2012 Analyst(s): David W. Cearley, David Mitchell Smith In this Impact Assessment, we focus
More informationIs Your CMS Ready for CXM?
ebook Is Your CMS Ready for CXM? 7 Recommendations Web Is Your CMS Ready for CXM? 7 Recommendations 2 Is your CMS ready for CXM? 7 Recommendations Customer Experience Management (CXM) is a hot topic in
More informationAdobe Analytics Premium Customer 360
Adobe Analytics Premium: Customer 360 1 Adobe Analytics Premium Customer 360 Adobe Analytics 2 Adobe Analytics Premium: Customer 360 Adobe Analytics Premium: Customer 360 3 Get a holistic view of your
More informationThe Five Competencies of MRM 'Re-' Defined
Research Publication Date: 14 March 2008 ID Number: G00155835 The Five Competencies of MRM 'Re-' Defined Kimberly Collins This research details the five key competencies of marketing resource management
More informationIntroduction. External Document 2015 Infosys Limited
Digital Building deeper consumer relationships through experience contextualization and personalization, analytics for insights-driven action, and digital program execution for superior ROI. Introduction
More information4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
More informationToolkit: Reduce Dependence on Desk-Side Support Technicians
Gartner for IT Leaders Publication Date: 23 April 2007 ID Number: G00147075 Toolkit: Reduce Dependence on Desk-Side Support Technicians David M. Coyle, Terrence Cosgrove The IT service desk and PC life
More informationPrepare for the Inevitable With an Effective Security Incident Response Plan
G00236455 Prepare for the Inevitable With an Effective Security Incident Response Plan Published: 19 July 2012 Analyst(s): Rob McMillan A serious security incident is a question of "when," not "if," for
More informationEssilor Increases Business-to-Business and Businessto-Consumer
Research Publication Date: 3 October 2006 ID Number: G00142208 Essilor Increases Business-to-Business and Businessto-Consumer Revenue With CRM Isher Kaila Essilor increased the loyalty of 1,150 independent
More information[ know me ] A Strategic Approach to Customer Engagement Optimisation
[ know me ] A Strategic Approach to Customer Engagement Optimisation A Verint and KANA White Paper Table of contents Introduction... 1 What is customer engagement?... 2 Why is customer engagement critical
More informationMagic Quadrant for Global Enterprise Desktops and Notebooks
Magic Quadrant for Global Enterprise Desktops and Notebooks Gartner RAS Core Research Note G00207470, Stephen Kleynhans, 10 November 2010, R3553 11302011 In the general PC market, price is often the main
More informationTransform HR into a Best-Run Business Best People and Talent: Gain a Trusted Partner in the Business Transformation Services Group
SAP Services Transform HR into a Best-Run Business Best People and Talent: Gain a Trusted Partner in the Business Transformation Services Group A Journey Toward Optimum Results The Three Layers of HR Transformation
More informationDiscovering the Value of Unified Communications
Research Publication Date: 12 February 2007 ID Number: G00144673 Discovering the Value of Unified Communications Bern Elliot, Steve Cramoysan Unified communications represent a broad range of new solutions
More informationBuild Your Brand and Increase Revenue Through Digital Channels
SAP Brief Adobe Experience Manager from SAP Adobe Target from SAP Adobe Analytics from SAP Objectives Build Your Brand and Increase Revenue Through Digital Channels Engage customers with personalized content
More information