Relatório Forrester: Marketing com Foco em Pessoas

Forrester Report: People-Focused Marketing At The Speed Of Today’s Connected Consumers

In December 2015, Criteo commissioned Forrester to conduct a survey with 100 business leaders, supplemented with six in-depth interviews to evaluate approaches to marketing personalization. We found that while companies are moving forward with cross-device personalized marketing capabilities, real people-focused marketing still does not exist today.

Key findings include:

• Personalized marketing is a new requirement, but people-focused marketing is still elusive: Nearly three-quarters of marketers are adopting personalized marketing efforts today, but they still lack confidence in running critical aspects of people-focused marketing programs.
• Marketers struggle with effectively navigating customer matching methodologies and integrating omnichannel touchpoints in real time: The need to perform these tasks and affect marketing decisions in real time further adds to the difficulty marketers face.
• Marketers play a key role in ushering in the era of people-focused marketing: They should focus investment on solutions that have cross-channel RTIM (Real-time Interaction Management) capabilities, and work with vendors that can provide a holistic view of their customer, track personalization efforts back to bottom-line business metrics, deliver customer matching using transparent methodologies, and offer stringent privacy safeguards.