Forrester's articles

  1. Data & Insights
All the flashiest demos of generative AI show chatbots that can query the enterprise environment for just about anything imaginable. Want to know all the vulnerabilities you have? How many devices are unprotected on the network? Whether you’ve been hit with Scattered Spider in the last six months? Well then, Security Wingman™, Caroline™, Scorpio™, or […]
  1. Data & Insights
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking a tidal wave of insights that drive business and marketing understanding and success. Performance data contains pearls of strategic insight, tactical campaign opportunities, and audience behaviors that can be used to optimize campaigns and tailor marketing and media plans to […]
  1. Technology & Innovation
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Generative AI (genAI) can help portfolio marketers with all of these activities, helping them get smart fast, automating time-consuming tasks, and increasing their productivity and creativity — ultimately increasing […]
  1. Owned Brands (Private Label)
Welcome back to Forrester’s blog series “50/50,” where we showcase two sides of a B2C marketing issue. This month, we explore how consumers feel about buying “branded” and “private-label” products: “Branded” products are produced, marketed, and sold under a recognized brand name owned by a specific company. An example is Colgate’s “Total Whitening Toothpaste.” “Private-label” […]
  1. Corporate Purpose
Yes, hindsight is 20/20. As we reach the anniversary of Bud Light’s marketing blunder, we’ve taken a look back into what really happened to fuel the iconic brand’s crisis. In the year following Bud Light’s cancellation, the company faced material backlash from both the LGBTQ+ and conservative communities for their transgression of core brand values. […]
  1. Shopper & Customer
The plea of the song “Don’t Let Me Be Misunderstood” is spot on for customer journeys: In the 60 years since the track was written, a variety of artists are still creating their own versions. Made a classic by Nina Simone, the Animals turned it into a commercial, upbeat tune; the group Santa Esmeralda into […]
  1. Department: HBC
In the eponymous fairy story, Goldilocks was a little girl in search of perfection. The porridge she stole from unsuspecting bears shouldn’t be too hot or too cold, but just right. Their chairs and beds shouldn’t be too hard or too soft for her, but just right. Her search for perfection inspired the latest collaboration […]