Best Practice Guides

Authors
Shar VanBoskirk, Vice President, Forrester

Summary
Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple changes to current programs with little incremental cost and can set interactive marketers up for broader integration.

Summary
Online audiences are more fickle than ever, and nothing prevents them from quickly jumping to another site to find the information and the experience they are seeking. Today, online content and offers have to be more than just relevant—they have to resonate with individual consumers.

Authors
Joseph Stanhope, Senior Analyst, Forrester

Summary
Incorporating testing into marketing and customer experience management programs is crucial because consumer behaviors change continually and vary by a multitude of dimensions that are nearly impossible to divine by intuition. Fortunately, it’s not necessary to guess. Online testing can drive pertinent offers and relevant customer experience for customers and prospects. But for most marketers, testing involves skills and resources that are at a premium.

Authors
Jeff Zabin, Senior Analyst, Aberdeen Group

Summary
The research for this report examines the various technologies, analytic capabilities, organizational resources, business processes and performance metrics that bring to life the concept of offer optimization. In this guide Aberdeen Research Group examines the use, experiences and intentions of more than 200 diverse enterprises engaged in data-driven marketing improvements. The result is a road map that companies in multiple industry verticals can use to gain improvements in customer-centric marketing campaigns.

Authors
Jeff Jordan, Product Manager, Adobe

Summary
Adobe is proud to announce its global partnership with social media powerhouse Facebook. Like many marketers, you may be asking what this partnership means for you. In this webcast and guide, we’ll break down the recent integration with Facebook in a series of short presentations and live demonstrations showing you how you can better measure and optimize your Facebook campaigns with Adobe SearchCenter Plus.

Duration
85 minutes

Summary
Recommendation engines are a way for content owners—such as merchants, marketers, and publishers—to present the most interesting content to each customer at each step in the interaction. If you are in retail or B2B ecommerce, publishing, or advertising and looking for a recommendation solution, or a means to personalize interactions, Omniture should be on your short list.

Summary
Gartner interviewed five Omniture Test&Target; customers to identify its strengths and weaknesses. The industries these customers represented came from commodities trading, consumer retail, financial planning, consumer software and online entertainment. This Gartner paper takes a critical, in-depth look at the product’s deployment time, reliability, customer support, ROI, the amount of Website yield gained by customers, their reported average revenue lift, and the customer’s experience with Omniture consulting services.

Authors
Ben Brutsch, Sen. SEM Manager, Adobe

Summary
Search engine marketing has progressed a long way over the past 10 years. As more and more dollars are coming online, companies are seeing the quick returns that can be found through SEM. As competition increases, it is becoming more important for search marketers to employ advanced tactics and strategies to effectively spend their ad dollars. This white paper contains 11 advanced strategies that will help you run your business smarter.

Summary
In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing. It answered such questions as: What is their approach to online programs? What skills are marketing executives prioritizing now and in five years? What challenges inhibit further advancement? And what technologies, if any, do they rely on to help with online marketing management?

Authors
Rebecca Jennings, Analyst, Forrester

Summary
In a recent Forrester report, Rebecca Jennings noted that with interactive marketing forecast to grow 32% in the US and 17% in Europe, the reliance of marketers on these channels becomes increasingly obvious. But with increased spend comes increased expectations; tracking results through basic measures such as click-throughs won’t be sufficient.