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Case Study: The UK's Channel 4 Decodes Customer Engagement
How To Measure Engagement To Drive Business Results
November 20, 2009 , 6 pages
by Julie M. Katz
Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed a concrete way to demonstrate the impact of its new approach. Traditional measures, such as reach, didn't tell a complete story, so C4 turned to iCrossing, an interactive agency, which created a framework that merged traditional and novel measurement tactics. The advantage of measuring engagement? C4 can now easily modify marketing and product development and continually learn about its audience. Additionally, its approach to measuring engagement is adaptable, which allows C4 to incorporate engagement measurement into a variety of projects.

Marketing Dashboards Advance Strategic Thinking Across The Enterprise
November 20, 2009 , 10 pages
by Julie M. Katz
Dashboards allow Customer Intelligence (CI) professionals to better influence marketing strategy and drive corporate activities beyond marketing. But many firms don't use them. Absent a culture of sharing, sufficient resources, and clean data, dashboard projects stall or falter. By setting simple goals for dashboard projects and using readily available resources, CI professionals can begin to share insights across organizational silos and gain entrance to the executive boardroom.

What Type Of Market Research Online Community Vendor Should Tech B2B Market Researchers Use?
Three Choices Exist, Dependent On Budget, Usage Pattern, And Support Needs
November 19, 2009 , 7 pages
by Brad Bortner
Market research online communities (MROCS) are the next wave in qualitative research, due to their combination of new qualitative research capabilities and ability to provide cheaper faster results. There is, however, buyer confusion about what type of MROC provider to use. Too many companies see the price for a full-service MROC and stop there. They don't realize that there are all sorts of variations of cost-effective, scalable, self-service MROCs (or full-service market research vendors) providing services on an à la carte basis. Larger firms (often with a B2B component to their business), with the resources to decide whether to outsource or insource market research labor, have multiple options in this space. Over the next few years, the ubiquitous emergence of self-service MROC solutions will drive prices down and make the decision to use them far more straightforward. Until then, understanding your service-level needs, cost constraints, and the volume of your research needs can help you make an effective MROC provider decision today.

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