Mike Proulx

Dec 10, 2024 | forrester.com | Jessica Liu |Jay Pattisall |Mike Proulx

Source: GIPHYFor companies, it’s a foregone conclusion that consumers want personalized interactions. This is not entirely true. In Forrester’s October 2024 Consumer Pulse Survey, 33% of US consumers said they never want to receive personalized interactions from companies. Consumers are also increasingly privacy aware and feel companies need to provide something in return for giving up their personal data.

Dec 9, 2024 | forrester.com | Jay Pattisall |Mike Proulx |Ross Graber

Omnicom Group and IPG announced their intention to merge to form the largest global agency holding company. Executives indicate they anticipate closing the deal in the second half of 2025. This would reshape the marketing services category by consolidating the media scale of two global holding companies, accelerating the role of technology and AI in marketing delivery, and setting the industry on a path toward a hybrid services and SaaS model.

Dec 6, 2024 | forrester.com | Mike Proulx |Kelsey Chickering |Peter Wannemacher

After hearing the arguments in September, the federal appeals court in Washington unanimously ruled to uphold the law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. Despite TikTok being that much closer to a ban, we stand by our prediction that TikTok will not get banned or divest in the US in 2025. Why not?

Nov 18, 2024 | forrester.com | Rusty Warner |Colleen Fazio |Mike Proulx

An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences.

Nov 18, 2024 | forrester.com | Charlie Dai |Mike Proulx |Dario Maisto

As businesses increasingly lean on Generative Artificial Intelligence (genAI) to innovate customer experience and streamline operations, they encounter a critical challenge: the limitations foundation models (FMs). These models often fall short in delivering accuracy and relevance, primarily due to insufficient or narrow training data. This is where Retrieval-Augmented Generation (RAG) can step in, offering a promising solution.