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3 weeks ago | 
forrester.com | Charles Betz |Stéphane Vanrechem |Andrew Hewitt |Kelsey Chickering
By Charles Betz and Stéphane VanrechemEnterprise architecture has always aimed for clarity, control, and coherence. Yet its practitioners are often thwarted by an overwhelming paradox: they must guide the evolution of vast, dynamic enterprises using tools and processes that are static, fragmented, and slow. The EA repository, intended as the source of truth, devolves into a dusty attic of outdated diagrams and deliverables.
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3 weeks ago | 
forrester.com | Kelsey Chickering |Nikhil Lai |Rick Parrish
Shortly after the original TikTok ban deadline hit on January 19th, President Trump declared an executive order that delayed enforcement of the ban by 75 days. The app went dark for a few hours, but then came back online and is currently available in the app stores for download. That extension expires in just a few days (on April 5th), but it is highly unlikely that TikTok will go dark again. All signs point to a deal or another extension.
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1 month ago | 
forrester.com | Jay Pattisall |Kelsey Chickering |Vicki Brown |Dipanjan Chatterjee
Reports of X CEO Linda Yaccarino tying appeals for increased advertising commitments to X lawsuits and Congressional oversight reads as extortion and requires advertisers and agencies to take steps to maintain their fiduciary imperative to direct media investments. Let’s back up… Over the past 6 months: X filed a federal antitrust lawsuit in August, alleging the World Advertising Federation and several large advertisers colluded to deny X advertising dollars.
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Jan 23, 2025 | 
forrester.com | Kelsey Chickering |Diego Giudice |Naveen Chhabra
Creator marketing programs have become a cornerstone of the social media marketing strategy across industries. As such, Forrester recommends an evolved set of metrics for measurement to optimize and show overall impact on the organization. As two-thirds of B2C marketing decision makers planned to increase investment in creator/influencer programs in 2024, teams from experimental to expert status must ensure they are activating the right levers to maximize these partnerships.
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Jan 15, 2025 | 
forrester.com | Audrey Chee-Read |Sohm Gough |Kelsey Chickering
The U.S Surgeon General’s recent warning on alcohol consumption and cancer risk came at a time when many consumers are participating in dry January. New terms like sober-curious are being used. Demand for “sober bars”. But rather than getting caught up on the pessimistic future of alcoholic beverage companies or the food and beverage industries, the consumer implication here is really about an obsession on self-optimization.
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Jan 10, 2025 | 
forrester.com | Kelsey Chickering |Nikhil Lai |Stephanie Liu
President Biden signed a bi-partisan law last April stating that TikTok must either divest from its Chinese-owned parent company, ByteDance, by January 19th of this year or face a ban in the US. TikTok has since put significant time and resources into appealing this law, leading us to today’s Supreme Court hearing.
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Jan 10, 2025 | 
forrester.com | Stephanie Liu |Emily Collins |Kelsey Chickering
From marketing service provider to CRM marketing services… what’s in a name? An evolution and some confusion. More agencies are going to market with “CRM services,” which also spans Salesforce consulting partners to contact center outsourcers. My new report, CRM Marketing Services Evolve To Meet Changing B2C Marketer Needs, examines what CRM marketing services entails — data, insights, and technology — and what marketers need to know.
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Jan 9, 2025 | 
forrester.com | Emily Collins |Kelsey Chickering |Christina Schmitt
One of the largest insurance and financial services providers in the US, Nationwide offers a diverse portfolio of products and services to both consumers and businesses. Because most sales are generated through intermediaries, Nationwide has employed marketing mix modeling (MMM) to measure marketing performance for nearly a decade. The company recently overhauled its approach, starting with the decision to centralize marketing measurement within its newly established marketing operations team.
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Jan 8, 2025 | 
forrester.com | Phyllis Davidson |Kelsey Chickering |Christina Schmitt
Back in March 2023, I published “The Future of B2B Content,” a report that I reflected upon in recent weeks when my colleague Jessie Johnson and I published a new report, “In the Age of AI, Marketers Need to Rethink Content Intelligence.” In the first report, I proposed that marketers must take a fresh look at the nature of content, pointing out that instead of thinking of content as a container of information that’s pushed to an audience, marketers must leverage content as data in an...
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Jan 7, 2025 | 
forrester.com | Devin Dickerson |Kelsey Chickering |Christina Schmitt
Preventing waste and abuse has long eclipsed innovation as a focus for the US government. Despite this, innovation is still happening. In fact, the US government doesn’t have an innovation problem: it has an adoption problem. The theory of constraints tells us that aiming our efforts anywhere except the source of a bottleneck is unlikely to deliver value.
