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Client Engagement Frameworks
                  - Marketing&Strategy
               - Information Technology



 Alex Llorens
 Director, Advisory&Consulting AsiaPac
 allorens@forrester.com

© 2012 Forrester Research, Inc. Reproduction Prohibited   1
Experience-Driven Organization
CUSTOMER EXPERIENCE PROFESSIONALS

 Executive Overview: Transform To An Experience-Driven Organization




                                                                               Performance
                                                        Organization:
                            Assessment:                                        Management:
 Vision:                                                Three Organizational
                            Customer Experience                                How Four Firms
 Customer Experience                                    Models For Chief
                            Maturity Assessment                                Measure Customer
 Maturity Defined                                       Customer Officers
                                                                               Experience


                                                        Best Practices:
 Landscape: The State       Strategic Plan:             How Companies          Benchmarks:
 Of Customer                Innovative Customer         Improved Their         The Customer
 Experience, 2012           Experience Strategies       Customer Experience    Experience Index, 2012
                                                        Index Scores, 2011


 Business Case: The                                     Tools & Technology:    Continuous
                            Stakeholder Map:
 Business Impact of                                     Enterprise Customer    Improvement:
                            People Who Transform
 Customer Experience,                                   Experience             Manage The Customer
                            An Experience-Driven
 2012                                                   Transformation         Experience Project
                            Organization
                                                        Consultants            Portfolio
Social Intelligence Initiative
CUSTOMER INTELLIGENCE PROFESSIONALS

 Executive Overview: Establish Social Intelligence




                                                                              Performance
                              Assessment:              Organization:
                                                                              Management:
 Vision: Defining Social      Evaluate And Evolve      Organize For Social
                                                                              Listening Metrics That
 Intelligence                 Social Intelligence      Intelligence
                                                                              Matter



                              Strategic Plan: The      Best Practices: The
 Landscape: The Social                                                        Benchmarks:
                              Road Map To              Keys To A Social
 Intelligence Market Is                                                       The State Of Social
                              Integrating Social And   Intelligence Command
 Immature                                                                     Intelligence, 2012
                              Customer Data            Center


                              Stakeholder Map:
                                                       Tools And              Continuous
 Business Case:               Roles And
                                                       Technology: The        Improvement: How To
 The Total Cost Of            Responsibilities For
                                                       Enterprise Listening   Make Social Data
 Listening                    Social Intelligence
                                                       Platform Landscape     Actionable
Mobile eBusiness Initiative
EBUSINESS & CHANNEL STRATEGY PROFESSIONALS

 Executive Overview: Boost Customer Relationships Through Mobile Services




                                                                                 Performance
                            Assessment:                 Organization:            Management:
 Vision:
                            Forrester's Mobile          Strategic Staffing For   Mobile Measurement Is
 The Future Of Mobile
                            Maturity Model              Mobile Commerce          An eBusiness
 Commerce Is Context
                                                                                 Imperative


 Landscape:                 Strategic Plan:                                      Benchmarks:
                                                        Best Practices:
 2012 Mobile Trends         A Systematic                                         Mobile Commerce Key
                                                        Executing End-To-End
 For eBusiness              Approach To Mobile                                   Performance
                                                        Mobile Services
 Professionals              Strategy                                             Measurements



 Business Case:                                         Tools And                Continuous
                            Stakeholder Map: The
 Mobile Mandate For                                     Technology:              Improvement :Optimize
                            Mobile eBusiness
 eBusiness                                              Mobile Technologies      Your Mobile
                            Ecosystem
 Professionals                                          That Drive Sales         Commerce
Social Marketing Initiative
INTERACTIVE MARKETING PROFESSIONALS

 Executive Overview: Master The Next Wave Of Social




 Vision:                                              Organization:           Performance
                             Assessment:
 Power Your Brand                                     Build A Push And Pull   Management:
                             Accelerate Your Social
 Ecosystem With Social                                Social Marketing        Social Media Metrics
                             Maturity
 Media                                                Process                 That Matter



                                                      Best Practices:
 Landscape:                  Strategic Plan:                                  Benchmarks:
                                                      It's Time To Make
 Global Social Media         Objectives Are The                               Social Marketing
                                                      Facebook Marketing
 Adoption                    Key To Social Strategy                           Spending in 2011
                                                      Work


                             Stakeholder Map:
                                                      Tools And Technology    Continuous
 Business Case:              Coordinate Your Social
                                                      How To Choose The       Improvement: Train
 The ROI of Social           Marketing
                                                      Partners For Social     Your Team For Social
 Marketing                   Stakeholders And
                                                      Media Marketing         Marketing Success
                             Resources
Open Innovation Initiative
CONSUMER PRODUCT STRATEGY PROFESSIONALS

 Executive Overview: Revolutionize Products Through Open Innovation




                                                                                  Performance
 Vision:                    Assessment:                 Organization:             Management:
 Open Innovation            Assess Your Co-             Staffing to Support Co-   Overcome The
 Expands New Product        Creation Readiness          creation                  Challenge Of
 Opportunities                                                                    Measuring Innovation


 Landscape:                 Strategic Plan:             Processes:
                                                                                  Benchmarks: The Co-
 US Consumers Will          A Systematic                How Companies
                                                                                  Creation Maturity
 Co-Create Your             Approach To Open            Succeed With Co-
                                                                                  Benchmark
 Products                   Innovation Strategy         Creation


                                                                                  Continuous
                            Roadmap:
 Business Case:                                         Tools & Technology:       Improvement: Integrate
                            Align Co-Creation
 Justify The Investment                                 Navigate The Co-          Co-Creation Into Your
                            Participants With The
 In Open Innovation                                     Creation Landscape        Ongoing Product
                            Right Engagements
                                                                                  Development
Digital Customer Experience
Improvement Initiative
CUSTOMER EXPERIENCE PROFESSIONALS
 Executive Overview: Improve Your Digital Customer Experience




                                                                                 Performance
                             Assessments:                Organization: How Are
 Vision: Scenario                                                                Management: The
                             Forrester‘s Customer        Digital Customer
 Design Unifies The                                                              Right Website
                             Experience Maturity         Experience Teams
 Splinternet Customer                                                            Experience Success
                             Framework For Digital       Structured?
 Experience                                                                      Metrics


                             Strategic Plan:
 Landscape: Digital                                      Processes: Top 10
                             Develop Your Digital                                Benchmarks: Best And
 Design Projects And                                     Ways To Improve
                             Customer Experience                                 Worst Of Website
 Spending, 2012                                          Digital Experiences
                             Strategy                                            Experience, 2011


                                                         Tools And
 Business Case:
                             Road Map: Implement         Technology:             Continuous
 Websites That Don‘t
                             Your Digital Customer       Interactive Design      Improvement: The
 Support Customers
                             Experience Strategy         Agency Overview,        Unified Customer
 Waste Millions
                                                         2012                    Experience Imperative
21st Century Brand Marketing
Initiative
CMO & MARKETING LEADERSHIP PROFESSIONALS
 Executive Overview: The Post-Digital Rules Of Brand Building




                                                                                  Performance
                             Assessments:                 Organization: CMOs
 Vision: Brands Must                                                              Management: Manage
                             Evaluate Your Brand          Must Lead The Brand
 Adapt To Customers'                                                              The Digitization Of
                             Building Capabilities        Experience
 Higher Standards                                                                 Agency Services



 Landscape:
                             Strategic Plan: Chart A      Processes: How To
 Consumers Demand                                                                 Benchmarks:
                             New Course For Your          Deliver A New Brand
 More From 21St                                                                   Benchmark Your
                             Brand                        Experience
 Century Brands                                                                   Brand Performance



                                                          Tools And
 Business Case: Invest       Road Map: Four Steps                                 Continuous
                                                          Technology: Establish
 In The Brand Building       To Build Your Brand                                  Improvement: Measure
                                                          New Agency
 Experience                  Experience                                           And Manage Brand
                                                          Partnerships
                                                                                  Health
Email Marketing Initiative
INTERACTIVE MARKETING PROFESSIONALS

 Executive Overview: Graduate From Email To Integrated Messaging




                                                                                Performance
                            Assessment: The             Organization: How To
 Vision: The New                                                                Management: Value
                            Email Marketing             Organize For Email
 Messaging Mandate                                                              Your Subscribers More
                            Scorecard                   Marketing
                                                                                Accurately


                            Strategic Plan: For
                            Interactive Marketing       Processes: Apply Best   Benchmarks: Compare
 Landscape: How Us
                            Professionals Balance       Practices To Your       Your Campaigns To 70
 Marketers Use Email
                            User Needs With             Email Marketing         Others
                            Business Goals


                                                        Tools And               Continuous
                            Road Map: Build An
 Business Case: The                                     Technology: Choose      Improvement: Improve
                            Integrated Messaging
 Cost Of Bad Email                                      The Right ESP For       With Simple
                            Approach
                                                        Your Needs              Innovations
Customer Loyalty Initiative
CUSTOMER INTELLIGENCE PROFESSIONALS

 Executive Overview: Drive Smarter Customer Loyalty With Customer Intelligence




                             Assessment: Evaluate                                Performance
                                                         Organization:
 Vision: Intelligence-       And Evolve Your                                     Management:
                                                         Organizing For
 Driven Loyalty              Loyalty Program’s                                   Measuring Loyalty
                                                         Intelligent Loyalty
                             Intelligence Quotient                               Program Effectiveness



 Landscape: Consumer         Strategic Plan:             Processes: Enable       Benchmarks:
 Attitudes Toward            Planning For                Loyalty Program         Marketers Are
 Loyalty Programs            Intelligence Driven         Success With Sound      Overconfident In Their
 Deteriorate                 Loyalty                     Processes               Loyalty Strategies


                             Road Map: How To
                                                         Tools And               Continuous
 Business Case:              Build A Road Map For
                                                         Technology: The         Improvement: Building
 TechRadar: Customer         Your Intelligent
                                                         Customer Loyalty        A World-Class Loyalty
 Loyalty Programs            Customer Loyalty
                                                         Ecosystem               Program
                             Program
Market Insights Optimization
Initiative
MARKET INSIGHTS PROFESSIONALS
 Executive Overview: Make Market Insights A Business Value Driver




                                                         Organization: Optimize   Performance
 Vision: Move Market         Assessment: Identify
                                                         Market Insights Talent   Management: Optimize
 Insights Up The Value       Your Market Insights
                                                         Procurement And          Market Insights With
 Chain                       Maturity
                                                         Management               Metrics And KPIs



                                                         Processes: Build         Benchmarks:
 Landscape: Evolve           Strategic Plan: Evolve
                                                         Market Insights          Benchmark Your
 From Research To            Your Market Insights
                                                         Relationships And        Market Insights
 Insights                    Maturity Now!
                                                         Influence                Maturity



                                                         Tools And
 Business Case: Build        Road Map: Plan Market                                Continuous
                                                         Technology: Empower
 The Case For Investing      Insights' Path To                                    Improvement: Innovate
                                                         Market Insights With
 In Market Insights          Evolution                                            Market Insights
                                                         The Right Technology
Digital Media Buying Initiative
INTERACTIVE MARKETING PROFESSIONALS

 Executive Overview: Create An Audience-Obsessed Digital Media Buying Practice




                                                                                  Performance
                             Assessment: The             Organization: Build An   Management:
 Vision: The Future Of
                             Digital Media Buying        Empowered Media          Measurement Is A
 Digital Media Buying
                             Maturity Framework          Buying Team              Digital Media Buyer‘s
                                                                                  Best Friend


                                                                                  Benchmarks:
 Landscape: Digital          Strategic Plan:             Processes: Best
                                                                                  Benchmark Your
 Media Buying                Building A Better           Practices For Display
                                                                                  Digital Media Buying
 Forecast, 2012 To 2017      Digital Media Strategy      Marketing
                                                                                  Maturity


                                                                                  Continuous
 Business Case:              Road Map: Build The         Tools And
                                                                                  Improvement: Move
 Making The Business         Audience-Centric            Technology: Select
                                                                                  Beyond Programmatic
 Case For Better Digital     Digital Media Buying        Partners Who Support
                                                                                  Display For Scaled
 Media Buying                Practice                    Your Goals
                                                                                  Performance
Client Engagement Frameworks
                  Information Technology




© 2012 Forrester Research, Inc. Reproduction Prohibited   13
Agile And Lean Playbook
APPLICATION DEVELOPMENT AND DELIVERY PROFESSIONALS

 Executive Overview: Make Software Delivery More Responsive To The Business




 Future Look:               Business Plan:              Skills And Staffing:      Performance
 Increase Agile Efficacy    Plan For Continuous         Revamp Your               Management:
 To Improve Customer        Agile And Lean              Organization For Agile    Manage Your Agile
 Value                      Evolutions                  And Lean                  And Lean Adoption


 Business Impact:
                            Strategic Plan:             Policies And
 Justify Agile With                                                               Benchmarks: Define
                            Embrace Holistic            Procedures:
 Shorter, Faster                                                                  Your Agile And Lean
                            Change To Achieve           Govern Your Agile And
 Development                                                                      Metrics
                            Agile Results               Lean Adoption


 Assessment                                             Build/Buy Capabilities:
                                                                                  Change Management:
 Framework:                 Road Map:                   Right Source Your
                                                                                  Sustain Agile With
 Determine If You're        Reduce Agile                Agile And Lean
                                                                                  Formal And Informal
 Agile And Lean             Uncertainty Over Time       Environment
                                                                                  Training
 Enough
Cloud Computing Playbook
CIO PROFESSIONALS

 Executive Overview: Achieve Cloud Economics For Operations And Services




                                                                                  Performance
                            Business Plan:              Skills And Staffing:
 Future Look:                                                                     Management:
                            Drive Savings and           Proactively Engage
 Make The Cloud                                                                   Develop Cloud Metrics
                            Profits With Cloud          Cloud Buyers
 Enterprise Ready                                                                 Using The Balanced
                            Economics
                                                                                  Scorecard


                                                        Policies And
 Business Impact:           Strategic Plan:                                       Budgeting And
                                                        Procedures:
 Improve Productivity       Integrate Cloud Into                                  Planning: Understand
                                                        Put Guardrails In Place
 With The Cloud             Existing Architecture                                 The True Cost Of
                                                        To Drive Cloud
                            Strategies                                            Cloud Services
                                                        Success


 Assessment                                             Build/Buy Capabilities:   Change Management:
                            Road Map:
 Framework:                                             Right-Source Your         Onboard the Business
                            Master 10 Trends For
 Assess Your Cloud                                      Applications For The      To Your Cloud
                            Your Cloud Journey
 Maturity                                               Cloud                     Strategy
BT Strategic Planning Playbook
CIO PROFESSIONALS

 Executive Overview: Develop Effective BT Strategy




                                                     Build/Buy Capabilities:   Performance
                             Business Goals:                                   Management:
 Business Vision:                                    Develop Capabilities
                             Begin BT Strategic                                Measure The
 Plan Strategy Around                                And Services To
                             Planning With Clear                               Effectiveness Of The
 10 Business Trends                                  Deliver The
                             Business Goals                                    Strategic Planning
                                                     Technology Road Map
                                                                               Process

 Technology Vision:          Strategy Selection:
                                                     Organization:             Benchmarks:
 Tech Trends                 Use Business
                                                     Optimize The IT           Measuring BT
 Transform Business          Capabilities To
                                                     Organization To           Strategic Planning
 Strategies                  Optimize BT Strategy
                                                     Support BT Strategy       Outcomes
                             Choices


 Assessment                                                                    Change Management:
                                                     Budgets:
 Framework:                  Road Map:                                         Communicate And
                                                     Build A Financial Plan
 Assess Your                 Create A Living BT                                Manage Change For
                                                     That Supports BT
 Readiness To Plan BT        Road Map                                          The BT Strategic
                                                     Strategy
 Strategies                                                                    Planning Process
EA Practice Playbook
ENTERPRISE ARCHITECTURE PROFESSIONALS

 Executive Overview: Build A High-Performance EA Practice




                                                            Organization: Develop
 Future Look:                Stakeholder Needs:                                       Performance
                                                            Business-Focused
 Make EA Business-           Let Business Needs                                       Management:
                                                            And Strategic EA
 Focused, Strategic,         Drive Your Enterprise                                    Track Progress Towards
                                                            Organizations
 And Pragmatic               Architecture                                             High-Performance EA


 Business Impact:
                             Strategic Plan: Focus          Processes:                Metrics: Measure EA's
 Focus EA Impact On
                             EA Strategy On                 Build Trust And Agility   Business Goals,
 Planning, Governance,
                             Changing Business              With An EA Process        Engagement, And
 And Innovation
                             Expectations                   Framework                 Influence


 Assessment Framework:
                                                            Deliverables:             Change Management:
 Transform EA                Road Map:
                                                            Use Effective EA          Communicate EA
 Resources,                  Execute On Your EA
                                                            Deliverables To Guide     Capabilities
 Relationships,              Practice Strategy
                                                            Change                    Companywide
 Processes, Foundations
Services Sourcing Playbook
SOURCING & VENDOR MANAGEMENT PROFESSIONALS

 Executive Overview:
 Select And Negotiate More Effective IT Services




                                                       Outreach: Streamline     Performance
                              Change Management:
 Future Look:                                          The IT Service           Management:
                              Build A Foundation
 Navigate A Changing                                   Provider Selection       Automate Your
                              For IT Services
 IT Services Landscape                                 Process                  Performance Management
                              Change
                                                                                Activities


 Business Impact:             Strategic Plan:          Negotiations:
                                                                                Benchmarks:
 Improve The Business         Align Your IT Services   Negotiate A
                                                                                Align IT Services Metrics
 Value Of IT Services         Strategy With The        Successful IT Services
                                                                                With Relationship Goals
                              Business                 Outsourcing Contract


                              Capabilities
 Assessment Framework:                                 Contractual Terms:       Change Management:
                              Assessment:
 Assessing Your                                        Maximize Value With IT   Evolve Supplier
                              Match Service Provider
 Company’s Application                                 Services Contractual     Management To The
                              Governance With
 Outsourcing Maturity                                  Terms                    Changing Ecosystem
                              Market Realities
Service Management And
Automation Playbook
INFRASTRUCTURE & OPERATIONS PROFESSIONALS
 Executive Overview:
 Deliver Technology Services Faster, Cheaper, And Better




 Future Look:                Stakeholder Needs:            Skills And Staffing:      Performance
 Become Customer-            Develop Your Service          Evolve Your Service       Management:
 Centric, Service-           Management And                Management And            Manage Your Service
 Focused, And                Automation Staffing           Automation Skills And     Management And
 Automated                   Strategy                      Staff                     Automation Performance

                                                           Policies And
 Business Impact:            Strategic Plan:
                                                           Procedures:               Benchmarks:
 Sustain Service             Avoid Tactical, Narrow
                                                           Balance Disciplined       Drive Service
 Management And              Service Management
                                                           Service Management        Management Adjustments
 Automation Funding          And Automation
                                                           And Automation With       With Peer Comparisons
                             Strategies
                                                           Flexibility

                             Road Map:                     Build/Buy Capabilities:
 Assessment Framework:                                                               Change Management:
                             TechRadar™ For I&O            Source Effective
 Assess Your Service                                                                 Communicate And Train
                             Professionals: IT             Service Management
 Management And                                                                      Sustainable Service
                             Service Management            And Automation
 Automation Maturity                                                                 Management Changes
                             Processes, Q1 2012            Capabilities
Mobile Security And Operations
Playbook
SECURITY & RISK PROFESSIONALS
 Executive Overview:
 Manage Mobile And Consumer Devices Safely And Efficiently




 Future Look:                                           Skills And Staffing:      Performance
 Prepare For Anywhere,      Stakeholder Needs:
                                                        Create New Mobile         Management:
 Anytime, Any Device        Charter A Mobility
                                                        Operations And            Develop Mobile
 Engagement With A          Council With Seven
                                                        Security Professionals    Operations And Security
 Stateless Mobile           Tasks
                                                                                  Balanced Scorecards
 Architecture

 Business Impact: Aim                                   Policies And
                            Strategic Plan:                                       Benchmarks:
 To Empower the                                         Procedures:
                            Address Complexity                                    Survey Employees To
 Anytime, Anywhere                                      Redefine Your Mobile
                            With Mobile Security                                  Target Mobility
 Workforce                                              Policy To Empower
                            And Operations                                        Improvements
                                                        Workers


 Assessment Framework:      Road Map:                   Build/Buy Capabilities:
                                                                                  Change Management:
 Assess The Maturity Of     Define A Road Map For       Navigate The
                                                                                  Identify, Engage, And
 Your Mobile Security       Mobile Security And         Fragmented Mobile
                                                                                  Train Mobile Stakeholders
 And Operations Program     Operations                  Security Market
Security & Risk Practice Playbook
SECURITY & RISK PROFESSIONALS

 Executive Overview:
 Build A High-Performance Security Organization




 Future Look:                Stakeholder Needs:       Skills And Staffing:      Performance
 Navigate The Future Of      Develop A Change         Recruit And Retain An     Management:
 The Security                Plan For Your Security   Information Security      2012 Budget And
 Organization                Program                  Team                      Planning Guide for CISOs


 Business Impact:
                                                      Policies And
 Determine The               Strategic Plan:
                                                      Procedures:               Benchmarks:
 Business Value Of An        Build A Strategic
                                                      Build An Information      Develop Effective Security
 Effective Security          Security Program &
                                                      Security Management       Metrics
 Program                     Organization
                                                      System


 Assessment Framework:       Road Map:
                             Define A Road Map To                               Change Management:
 Assess Your Security                                 Build/Buy Capabilities:
                             Accelerate The                                     Market Security To Gain
 Program With                                         Source Your Security
                             Organizational                                     Influence And Secure
 Forrester ‘s Information                             Services
                             Maturity Of Your                                   Budget
 Security Maturity Model
                             Security Program
Social Business And Collaboration
Playbook
CIO PROFESSIONALS
 Executive Overview: Competitive Advantage Through Social Business




                            Stakeholder Needs:                                    Performance
                                                        Skills And Staffing:
                            Analyze What Your Social                              Management:
 Future Look:                                           Staffing For Social
                            Business And                                          Maximizing The Impact
 The Social CIO                                         Business And
                            Collaboration                                         Of Social Business
                                                        Collaboration Success
                            Stakeholders Really Need                              And Collaboration


                            Strategic Plan: How To
 Business Impact:                                       Policies And              Benchmarks: Evaluate
                            Create A Knockout
 Mapping The Value Of                                   Procedures:               Your Social Business
                            Social Business And
 Social Business And                                    The CIO'S Role In The     And Collaboration
                            Collaboration Strategic
 Collaboration                                          Social Business Policy    Maturity
                            Plan


 Assessment Framework:      Road Map: The Road          Build/Buy Capabilities:   Change Management:
 Assess The Capabilities    To Social Business          Social Business And       Build Your Social Business
 And Impact Of Your         Transformation Starts       Collaboration             And Collaboration Strategy
 Social Business And        With A Burning              Technology                On A Solid Change
 Collaboration Toolkit      Platform                    Guidebook                 Management Foundation
Innovation Playbook
CIO PROFESSIONALS
 Executive Overview: Thrive With Sustained Innovation In The Empowered BT Era




 Vision: Pursue
                                                                                   Performance
 Innovation Supported        Ideation:                   Organization: Create
                                                                                   Management: Measure
 By Global Business          Move From Ideation To       And Leverage An
                                                                                   And Manage The
 And Technology              Innovation                  Innovation Team
                                                                                   Innovation Process
 Trends


                            Selection And
 Business Impact:                                                                  Benchmarks:
                            Prototyping: The Forrester   Governance: Unleash
 Sustained Innovation                                                              Benchmark Innovation
                            Innovation Heat Index:       Innovation With Good
 Propels The Business                                                              Capabilities And
                            Turn Good Ideas Into Real    Governance
 Engine                                                                            Results
                            Innovations Faster


 Assessment:                 Portfolio Management:       Build/Buy Capabilities:   Change Management:
 Assess The Firm’S           Fuel Business Growth        Sourcing The              To Stay Competitive,
 Readiness For Sustained     Via The BT Innovation       Innovation Network:       Nurture A Culture Of
 Innovation                  Portfolio                                             Innovation
EA Method Playbook
ENTERPRISE ARCHITECTURE PROFESSIONALS

 Executive Overview: Develop A Business-Centered Enterprise Architecture That Boosts Agility




                                                          Planning Methods:            Performance
                             Assessment: Readiness
 Vision: Architect For                                    Fuse Technology,             Management: Managing
                             Assessment For
 The Next Digital                                         Innovation, And              Quality And Impact Of
                             Business-Focused
 Decade                                                   Business Change In           Your Business-Centered
                             Enterprise Architecture
                                                          Your Planning Cycle          EA Program


 Landscape: The                                           Governance:
                             Strategic Plan: Build
 Enterprise                                               Rearchitect                  Benchmarks:
                             Your Stepwise
 Architecture                                             Governance For               Benchmarks For
                             Strategy For Business-
 Methodology                                              Sustainable Business         Business-Centered EA
                             Centered EA
 Landscape                                                Agility


                             Roles And Skills: The        Implementation And
 Business Impact: Justify                                 Operation Methods: Craft     Continuous Improvement:
                             Impact Of Business-
 The Value Of Achieving                                   Your Business Change         Managing The Culture
                             Centered Enterprise
 Sustainable Business                                     Delivery Process For         And Process Change For
                             Architecture On BT
 Agility                                                  Sustainable Business         Business-Centered EA
                             Roles And Skills
                                                          Agility
Data Security And Privacy Playbook
SECURITY & RISK PROFESSIONALS

 Executive Overview: Protect And Manage Your Critical Information Assets




                                                                                   Performance
 Future Look: Control         Stakeholder Needs:
                                                         Skills And Staffing:      Management: Measure
 And Protect Sensitive        Identify And Influence
                                                         Job Description: Chief    The Performance Of Your
 Information In The Era       Data Security And
                                                         Privacy Officer           Data Security And Privacy
 Of Big Data                  Privacy Stakeholders
                                                                                   Program


 Business Impact: Protect                                Policy And
                                                                                   Benchmarks: Understand
 Your Competitive             Strategic Plan: Kill       Procedures: Develop
                                                                                   The State Of Data Security
 Advantage By Protecting      Your Data To Protect It    Your Policies With
                                                                                   And Privacy: 2012 To
 Your Intellectual Property   From Cybercriminals        Forrester’s Data
                                                                                   2013
 From Cybercriminals                                     Control Framework


 Assessment Framework:
                              Road Map: TechRadar
 Rethinking DLP:                                         Build/Buy Capabilities:   Change Management:
                              For Security Pros:
 Introducing The                                         Build Out Your DLP        Sustain Change In Data
                              Data Security And
 Forrester DLP Maturity                                  Capabilities              Security And Privacy
                              Protection
 Grid
Business Technology Resiliency
Playbook
INFRASTRUCTURE & OPERATIONS PROFESSIONALS
 Executive Overview: Build The Always-On, Always-Available Extended Enterprise




                                                         Organization:             Performance
 Vision: Move Beyond         Assessment: Assess
                                                         Organizational            Management: Develop
 Disaster Recovery And       The Maturity Of Your
                                                         Implications For          Your Business
 Prepare For Business        Business Technology
                                                         Business Technology       Technology Resiliency
 Technology Resiliency       Resiliency Program
                                                         Resiliency                Balanced Scorecard


                             Strategic Plan:                                       Benchmark: Benchmark
 Landscape: The                                          Processes: Govern
                             Develop The Business                                  The Performance Of Your
 Business Technology                                     The Highly Resilient
                             Technology Resiliency                                 Business Continuity
 Resiliency Landscape                                    Enterprise
                             Strategic Plan                                        Program



 Business Case:              Road Map: Develop           Tools And                 Continuous Improvement:
 Justifying The Business     Your Road Map For           Technology: Source        Communicate And Train
 Case For Business           Business Technology         Business Technology       Your Teams On Business
 Technology Resiliency       Resiliency Tools            Resiliency Capabilities   Technology Resiliency
Identity And Access Management
Playbook
SECURITY & RISK PROFESSIONALS
 Executive Overview: Evolve Your Identity Strategy For The Extended Enterprise




                                                                                    Performance
 Future Look: Navigate                                    Skills And Staffing:
                             Stakeholder Needs:                                     Management: Develop
 The Future Of Identity                                   Role Job Description:
                             Identify And Influence                                 The Identity And Access
 And Access                                               Identity And Access
                             Identity Stakeholders                                  Management Balanced
 Management                                               Management Architect      Scorecard


 Business Impact: Use
                             Strategic Plan: Build        Policy And                Benchmarks: Know The
 Commercial IAM
                             Your Identity And            Procedures: Build An      State Of Identity And
 Solutions To Achieve
                             Access Management            Effective IAM Policy      Access Management
 More Than 100% ROI
                             Strategy                     Framework                 Budgets
 Over Manual Processes


                             Road Map:                    Build/Buy Capabilities:
 Assessment Framework:                                                              Change Management:
                             TechRadar™ For               Source Your Identity
 Assess Your Identity                                                               Sustain Organizational
                             Security Pros: Zero          And Access
 And Access                                                                         Change In Identity And
                             Trust Identity               Management
 Management Maturity                                                                Access Management
                             Standards                    Capabilities
Information Strategy And
Architecture Playbook
ENTERPRISE ARCHITECTURE PROFESSIONALS
 Executive Overview: Focus Your Information Strategy On Business Impact




                             Assessment: Assess                                    Performance
                                                         Organization: Define
 Vision: Key Trends In       Your Readiness For A                                  Management:
                                                         The Shifting
 Information                 Cohesive Information                                  Performance
                                                         Responsibilities Of The
 Management                  Strategy And                                          Management For
                                                         Information Architect
                             Architecture Program                                  Information Architects


                                                                                   Benchmarks: Critical
 Landscape: The              Strategic Plan: Let The     Processes: Create
                                                                                   Success Factors For
 Diverse Landscape Of        Adjacent Possible           Your Information
                                                                                   Measuring Your
 Information                 Guide Your                  Governance
                                                                                   Information
 Architecture                Information Strategy        Framework
                                                                                   Architecture Program


                                                         Tools And Technology: A   Continuous
 Business Case: Treat        Road Map: A Roadmap         Framework For             Improvement: Driving
 Information As A            For Information             Information Management    Change To Ensure
 Strategic Asset             Architecture                And Consumption           Information
                                                         Technology                Architecture Success
Business Process Management
Playbook
ENTERPRISE ARCHITECTURE PROFESSIONALS
 Executive Overview: Drive Process Innovation Using BPM Technologies, Methods, And COEs




                                                       Skills And Staffing:
 Future Look: Embrace       Stakeholder Needs:                                     Performance
                                                       Build Your Skills
 Five Disruptive Trends     Address Stakeholder                                    Management: Use A
                                                       Development Road
 That Will Reshape          Needs For BPM                                          Metrics Framework To
                                                       Map For Achieving
 BPM Excellence             Excellence                                             Drive BPM Excellence
                                                       BPM Excellence


                                                       Policy And Procedures:
                            Strategic Plan: Co-
 Business Impact:                                      Select The Core Methods     Metrics: BPM Projects
                            Create A Shared
 Business And It Impact                                And Techniques You          Show Good But Varied
                            Strategy For Achieving
 Of BPM Excellence                                     Need To Deliver BPM         Performance
                            BPM Excellence
                                                       Excellence


 Assessment Framework:                                 Tools And Technology:       Change Management:
                            Road Map: Defining
 Assess Your Readiness                                 The Way Forward For         Achieving The Best
                            Your BPM
 To Launch A High-                                     BPM Technology              Communication And
                            Implementation
 Impact BPM Excellence                                 Selection And               Buy-In For BPM
                            Strategy
 Program                                               Sourcing                    Programs
Business Architecture Playbook
ENTERPRISE ARCHITECTURE PROFESSIONALS

 Executive Overview: Create A Business Architecture Program That Helps Your Business Manage Change




                            Assessment: Assessing                                  Performance
                                                        Organization: Organize
 Future Look: The           Organizational                                         Management:
                                                        Your Business
 Future Of Business         Readiness For A                                        Measuring The
                                                        Architecture To Deliver
 Architecture               Business Architecture                                  Success Of Business
                                                        Your Strategy
                            Program                                                Architecture


 Landscape: The State       Strategic Plan:
                                                        Processes: Identify
 Of Business                Develop A                                              Benchmarks:
                                                        Essential Methods For
 Architecture And           Stakeholder-Focused                                    Benchmarking
                                                        Your Business
 Business Architects In     Business Architecture                                  Business Architecture
                                                        Architecture Program
 2012                       Strategy


                                                        Tools And Technology:
 Business Case: Focus                                                              Continuous
                            Road Map: Build A           Using Tools And
 On The Transformational                                                           Improvement: Growing
                            Business Architecture       Technology For
 Impact Of Business                                                                The BA Capability
                            Program Road Map            Business Architecture
 Architecture                                                                      Over Time
                                                        Programs
Security Architecture And
Operations Playbook
SECURITY & RISK PROFESSIONALS
 Executive Overview: Defend Your Data From Mutating Threats With A Zero Trust Network




 Vision: No More                                                                        Performance Management:
 Chewy Centers:              Assessment: Forrester‘s     Organization: Job              Measure The Effectiveness
 Introducing The Zero        Incident Management         Description: Security          Of Your Security
 Trust Model Of              Maturity Model              Architect                      Architecture And
 Information Security                                                                   Operations


                             Strategic Plan: Build
                                                                                        Benchmarks:
                             Security Into Your
 Landscape: Zero Trust                                   Policy And Procedures:         Understand The State
                             Network‘s DNA: The
 Landscape                                               PCI Unleashed                  Of Network Security:
                             Zero Trust Network
                                                                                        2012 To 2013
                             Architecture


                                                         Tools And Technology:
 Business Case: Defend       Road Map: Develop
                                                         Market Overview:               Continuous
 Your Business From The      Your Road Map For
                                                         Network Security               Improvement: Maintain
 Mutating Threat             Zero Trust Network
                                                         Segmentation                   Your Security Edge
 Landscape                   Mitigation Technology
                                                         Gateways
The SVM Practice Playbook
SOURCING & VENDOR MANAGEMENT PROFESSIONALS

 Executive Overview: Accelerate Your Business Objectives With A Professional SVMO




                             Assessment Framework:      Skills And Staffing:
 Vision: The SVM                                                                    Performance Management:
                             Assess Your Current        SVM Activities, Roles,
 Organization's Future                                                              Build A Framework To
                             SVMO State To Navigate     And Skills Are
 In 2020                                                                            Measure SVM Performance
                             The Future                 Evolving



 Landscape: SVM
                             Strategic Plan: Create     Processes: Cutting The
 Organization's Rugged                                                              Benchmarks: How
                             An Effective Sourcing      Gordian Knot - The
 Region: Is The Fight                                                               Good Are We?
                             Strategy                   SVMO Process Model
 Still Going On?



                             Road Map: Stairway To      Tools And Technology:       Value Communication:
 Business Case: SVM’s
                             Heaven, Or The Road        A Dizzying World:           Build SVM'S Value
 Business Case
                             Map To Success             SVMO Software               Message
Project Samples Asia Pacific




© 2012 Forrester Research, Inc. Reproduction Prohibited   33
Project consulting sample
     BENCHMARK AND IMPROVE ASIA PACIFIC DIGITAL MARKETING

     Client: A leading research-based, innovative healthcare company
     Objective: Benchmark and improve Asia Pacific digital marketing
     Request: Provide a 2011 digital marketing maturity assessment for Asia
     Pacific (APAC) countries: New Zealand, China, South Korea, Indonesia,
     Malaysia, Philippines, Australia, Taiwan, Hong Kong, Thailand, and
     Vietnam.
     Analyst: Nate Elliott
     Outcome: We assessed the digital marketing maturity of client’s regional
     affiliates in 11 APAC countries, using Forrester’s Digital Marketing
     Maturity Assessment framework, to identify opportunities for client’s
     APAC affiliates to improve their digital marketing maturity. We also
     defined a high-level action plan to help client APAC affiliates move up the
     digital marketing maturity ladder.


© 2012 Forrester Research, Inc. Reproduction Prohibited                            34
Project consulting sample
     DEVELOP A MARKETING STRATEGY

     Client: A global skin and beauty care company
     Objective: Develop a marketing strategy
     Request: Need to create a customized interactive marketing strategy for
     client’s Thailand arm.
     Analyst: Nate Elliott
     Outcome:
     •     We created four target segments for client’s brand and identified the digital
           opportunity in the following key markets: the US, Germany, France, Italy,
           Spain, Mexico, China, and Thailand.
     •     We identified the most effective media channels to reach and engage with target
           customer segments in these markets.
     •     We developed a digital strategy/road map, including target market
           prioritization, for interactive marketing for Thailand specifically.

© 2012 Forrester Research, Inc. Reproduction Prohibited                                      35
Project consulting sample
     TABLET MARKET POSITIONING AND STRATEGY


     Client: A multinational information technology and electronics company
     Objective: Tablet market positioning and strategy
     Request: Global tablet study, B2C and B2B, including data and forecasts
     Analysts: Ellen Daley and J.P. Gownder
     Outcome: We analyzed the global tablet market with an emphasis on Asia
     Pacific, specifically:
         •      Technology trends
         •      Application trends
         •      Enterprise market expansion
         •      Market size forecast
         •      Global channel trends
         •      Competitive SWOT

© 2012 Forrester Research, Inc. Reproduction Prohibited                        36
Project consulting sample
     ECOMMERCE STRATEGY



     Client: An Italian design company focused on making quality clothing
     Objective: eCommerce strategy
     Request: Retail eCommerce trends and best practices across the US,
     Europe, and China
     Analysts: Martin Gill and Luca Paderni
     Outcome: We provided an overview of consumer behavior and best
     practices in eCommerce for fashion across the US, Europe, and China
     using published data and case-study examples. We assessed the
     multibrand versus mono-brand approach to online fashion retail in
     Europe and the US and made recommendations for client on how to
     improve its mono-brand presence and presence on multibrand sites.


© 2012 Forrester Research, Inc. Reproduction Prohibited                     37
Project consulting sample
     PRODUCT CONTENT MANAGEMENT IMPLEMENTATION



     Client: Multinational manufacturer of product ranges including personal
     care, household cleaning, laundry detergents, prescription drugs and
     disposable nappies
     Objective: Product content management (PCM) implementation
     Request: Review a strategic approach for working with client to
     implement vendor’s PCM solution, as well as how these components fit
     together with other existing vendors products already implemented.
     Analyst: Brian K. Walker
     Outcome: We identified the strengths and weaknesses of client’s current
     approach and identified areas of opportunity for increased efficiency to
     meet its goals. We provided insight regarding a solution strategy as it
     relates to selected vendor and other vendors.


© 2012 Forrester Research, Inc. Reproduction Prohibited                         38
Project consulting sample
     IMPROVE ECOMMERCE EXECUTION IN ASIA PACIFIC



     Client: Multinational company focused on the development of children's
     creativity through playing and learning
     Objective: Improve eCommerce execution in Asia Pacific (APAC)
     Request: Provide best practices and recommendations on how to
     approach executing an eCommerce strategy in APAC, with a specific
     emphasis on South Korea, China, Japan, and Singapore.
     Analyst: Brian K. Walker
     Outcome: We provided an overview of Asian online consumers, including
     specific data on online consumers in general and commerce-specific
     behavior and the consumer payment landscape in each country. We
     developed a framework and specific recommendations for Client for each
     country.


© 2012 Forrester Research, Inc. Reproduction Prohibited                       39
Project consulting sample
     CONSUMER MOBILE BEHAVIOR ANALYSIS


     Client: A global manufacturer of electronics and other technologies
     Objective: Consumer mobile behavior analysis
     Request: Overview of mobile consumer behaviors in the US, UK, and
     China to help reach the next level of mobile maturity for both marketing
     and commerce.
     Analysts: Julie A. Ask and Thomas Husson
     Outcome: We provided a high-level overview of mobile consumer
     behaviors in the US, UK, and Metropolitan Chinese markets to help local
     client marketers and decision-makers make more informed decisions on
     the implementation of their mobile consumer initiatives.
     Assessed client’s mobile strategy and helped them mature to the next level
     of mobile maturity – what it called internally a mobile “leapfrog.”

© 2012 Forrester Research, Inc. Reproduction Prohibited                           40
Data




© 2012 Forrester Research, Inc. Reproduction Prohibited   41
Data sample
     COMPETITIVE ANALYSIS




     Client: An American multinational financial services corporation
     Objective: Competitive analysis
     Request: Need to understand behaviors among client card holders versus the
     competition with regards to mobile use, technology adoption, market receptiveness,
     app downloads and usage, social media, Internet use, and so forth.
     Outcome: Client is using this data to discover which markets — and specifically
     those in Asia Pacific — have a propensity to switch credit card providers based on
     their change “readiness” and to then develop localized apps to meet consumer needs
     in those markets.




© 2012 Forrester Research, Inc. Reproduction Prohibited                                   42
Data sample
     OPPORTUNITY ANALYSIS AND BUDGETING




     Client: The world's largest cosmetics and beauty company
     Objective: Opportunity analysis and budgeting
     Request: Size the eCommerce opportunity by country in Asia Pacific to
     understand how changing population growth, broadband/Internet
     populations, disposable income, and other factors contribute to market
     attractiveness for Client. Specifically, obtain data on women across the
     globe who fit client’s “luxury” profile.
     Outcome: Client is using the data to prioritize and finalize its 2012
     budget. With this data, the firm will be able to allocate funds to develop
     and support the eCommerce markets that hold the greatest opportunity
     for its products.



© 2012 Forrester Research, Inc. Reproduction Prohibited                           43
Data sample
     MARKET EXPANSION



     Client: A stylish, forward thinking global leader of hospitality
     Objective: Market expansion
     Request: Obtain specific demographic and psychographic information on
     consumers in different countries across Asia to determine overall
     consumer interest in and propensity for hotel spend.
     Outcome: Client is using the data to evaluate potential global hotel
     expansion in Asia. Based on the specific consumer attitudes and how they
     differ across regions and countries, it will make investment and hotel
     product decisions globally.




© 2012 Forrester Research, Inc. Reproduction Prohibited                         44
Data sample
     MARKETING CHANNEL INVESTMENT AND DEVELOPMENT



     Client: Multinational manufacturer of product ranges including personal
     care, household cleaning, laundry detergents, prescription drugs and
     disposable nappies
     Objective: Marketing channel investment and development
     Request: Evaluate consumer perceptions and usage of QR codes via
     mobile devices.
     Outcome: Client will harness this data to determine country-specific
     needs for packaging and advertisements using QR codes as the marketing
     channel delivery method.




© 2012 Forrester Research, Inc. Reproduction Prohibited                        45

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Strategy frameworks 2013 Asia

  • 1. Client Engagement Frameworks - Marketing&Strategy - Information Technology Alex Llorens Director, Advisory&Consulting AsiaPac allorens@forrester.com © 2012 Forrester Research, Inc. Reproduction Prohibited 1
  • 2. Experience-Driven Organization CUSTOMER EXPERIENCE PROFESSIONALS Executive Overview: Transform To An Experience-Driven Organization Performance Organization: Assessment: Management: Vision: Three Organizational Customer Experience How Four Firms Customer Experience Models For Chief Maturity Assessment Measure Customer Maturity Defined Customer Officers Experience Best Practices: Landscape: The State Strategic Plan: How Companies Benchmarks: Of Customer Innovative Customer Improved Their The Customer Experience, 2012 Experience Strategies Customer Experience Experience Index, 2012 Index Scores, 2011 Business Case: The Tools & Technology: Continuous Stakeholder Map: Business Impact of Enterprise Customer Improvement: People Who Transform Customer Experience, Experience Manage The Customer An Experience-Driven 2012 Transformation Experience Project Organization Consultants Portfolio
  • 3. Social Intelligence Initiative CUSTOMER INTELLIGENCE PROFESSIONALS Executive Overview: Establish Social Intelligence Performance Assessment: Organization: Management: Vision: Defining Social Evaluate And Evolve Organize For Social Listening Metrics That Intelligence Social Intelligence Intelligence Matter Strategic Plan: The Best Practices: The Landscape: The Social Benchmarks: Road Map To Keys To A Social Intelligence Market Is The State Of Social Integrating Social And Intelligence Command Immature Intelligence, 2012 Customer Data Center Stakeholder Map: Tools And Continuous Business Case: Roles And Technology: The Improvement: How To The Total Cost Of Responsibilities For Enterprise Listening Make Social Data Listening Social Intelligence Platform Landscape Actionable
  • 4. Mobile eBusiness Initiative EBUSINESS & CHANNEL STRATEGY PROFESSIONALS Executive Overview: Boost Customer Relationships Through Mobile Services Performance Assessment: Organization: Management: Vision: Forrester's Mobile Strategic Staffing For Mobile Measurement Is The Future Of Mobile Maturity Model Mobile Commerce An eBusiness Commerce Is Context Imperative Landscape: Strategic Plan: Benchmarks: Best Practices: 2012 Mobile Trends A Systematic Mobile Commerce Key Executing End-To-End For eBusiness Approach To Mobile Performance Mobile Services Professionals Strategy Measurements Business Case: Tools And Continuous Stakeholder Map: The Mobile Mandate For Technology: Improvement :Optimize Mobile eBusiness eBusiness Mobile Technologies Your Mobile Ecosystem Professionals That Drive Sales Commerce
  • 5. Social Marketing Initiative INTERACTIVE MARKETING PROFESSIONALS Executive Overview: Master The Next Wave Of Social Vision: Organization: Performance Assessment: Power Your Brand Build A Push And Pull Management: Accelerate Your Social Ecosystem With Social Social Marketing Social Media Metrics Maturity Media Process That Matter Best Practices: Landscape: Strategic Plan: Benchmarks: It's Time To Make Global Social Media Objectives Are The Social Marketing Facebook Marketing Adoption Key To Social Strategy Spending in 2011 Work Stakeholder Map: Tools And Technology Continuous Business Case: Coordinate Your Social How To Choose The Improvement: Train The ROI of Social Marketing Partners For Social Your Team For Social Marketing Stakeholders And Media Marketing Marketing Success Resources
  • 6. Open Innovation Initiative CONSUMER PRODUCT STRATEGY PROFESSIONALS Executive Overview: Revolutionize Products Through Open Innovation Performance Vision: Assessment: Organization: Management: Open Innovation Assess Your Co- Staffing to Support Co- Overcome The Expands New Product Creation Readiness creation Challenge Of Opportunities Measuring Innovation Landscape: Strategic Plan: Processes: Benchmarks: The Co- US Consumers Will A Systematic How Companies Creation Maturity Co-Create Your Approach To Open Succeed With Co- Benchmark Products Innovation Strategy Creation Continuous Roadmap: Business Case: Tools & Technology: Improvement: Integrate Align Co-Creation Justify The Investment Navigate The Co- Co-Creation Into Your Participants With The In Open Innovation Creation Landscape Ongoing Product Right Engagements Development
  • 7. Digital Customer Experience Improvement Initiative CUSTOMER EXPERIENCE PROFESSIONALS Executive Overview: Improve Your Digital Customer Experience Performance Assessments: Organization: How Are Vision: Scenario Management: The Forrester‘s Customer Digital Customer Design Unifies The Right Website Experience Maturity Experience Teams Splinternet Customer Experience Success Framework For Digital Structured? Experience Metrics Strategic Plan: Landscape: Digital Processes: Top 10 Develop Your Digital Benchmarks: Best And Design Projects And Ways To Improve Customer Experience Worst Of Website Spending, 2012 Digital Experiences Strategy Experience, 2011 Tools And Business Case: Road Map: Implement Technology: Continuous Websites That Don‘t Your Digital Customer Interactive Design Improvement: The Support Customers Experience Strategy Agency Overview, Unified Customer Waste Millions 2012 Experience Imperative
  • 8. 21st Century Brand Marketing Initiative CMO & MARKETING LEADERSHIP PROFESSIONALS Executive Overview: The Post-Digital Rules Of Brand Building Performance Assessments: Organization: CMOs Vision: Brands Must Management: Manage Evaluate Your Brand Must Lead The Brand Adapt To Customers' The Digitization Of Building Capabilities Experience Higher Standards Agency Services Landscape: Strategic Plan: Chart A Processes: How To Consumers Demand Benchmarks: New Course For Your Deliver A New Brand More From 21St Benchmark Your Brand Experience Century Brands Brand Performance Tools And Business Case: Invest Road Map: Four Steps Continuous Technology: Establish In The Brand Building To Build Your Brand Improvement: Measure New Agency Experience Experience And Manage Brand Partnerships Health
  • 9. Email Marketing Initiative INTERACTIVE MARKETING PROFESSIONALS Executive Overview: Graduate From Email To Integrated Messaging Performance Assessment: The Organization: How To Vision: The New Management: Value Email Marketing Organize For Email Messaging Mandate Your Subscribers More Scorecard Marketing Accurately Strategic Plan: For Interactive Marketing Processes: Apply Best Benchmarks: Compare Landscape: How Us Professionals Balance Practices To Your Your Campaigns To 70 Marketers Use Email User Needs With Email Marketing Others Business Goals Tools And Continuous Road Map: Build An Business Case: The Technology: Choose Improvement: Improve Integrated Messaging Cost Of Bad Email The Right ESP For With Simple Approach Your Needs Innovations
  • 10. Customer Loyalty Initiative CUSTOMER INTELLIGENCE PROFESSIONALS Executive Overview: Drive Smarter Customer Loyalty With Customer Intelligence Assessment: Evaluate Performance Organization: Vision: Intelligence- And Evolve Your Management: Organizing For Driven Loyalty Loyalty Program’s Measuring Loyalty Intelligent Loyalty Intelligence Quotient Program Effectiveness Landscape: Consumer Strategic Plan: Processes: Enable Benchmarks: Attitudes Toward Planning For Loyalty Program Marketers Are Loyalty Programs Intelligence Driven Success With Sound Overconfident In Their Deteriorate Loyalty Processes Loyalty Strategies Road Map: How To Tools And Continuous Business Case: Build A Road Map For Technology: The Improvement: Building TechRadar: Customer Your Intelligent Customer Loyalty A World-Class Loyalty Loyalty Programs Customer Loyalty Ecosystem Program Program
  • 11. Market Insights Optimization Initiative MARKET INSIGHTS PROFESSIONALS Executive Overview: Make Market Insights A Business Value Driver Organization: Optimize Performance Vision: Move Market Assessment: Identify Market Insights Talent Management: Optimize Insights Up The Value Your Market Insights Procurement And Market Insights With Chain Maturity Management Metrics And KPIs Processes: Build Benchmarks: Landscape: Evolve Strategic Plan: Evolve Market Insights Benchmark Your From Research To Your Market Insights Relationships And Market Insights Insights Maturity Now! Influence Maturity Tools And Business Case: Build Road Map: Plan Market Continuous Technology: Empower The Case For Investing Insights' Path To Improvement: Innovate Market Insights With In Market Insights Evolution Market Insights The Right Technology
  • 12. Digital Media Buying Initiative INTERACTIVE MARKETING PROFESSIONALS Executive Overview: Create An Audience-Obsessed Digital Media Buying Practice Performance Assessment: The Organization: Build An Management: Vision: The Future Of Digital Media Buying Empowered Media Measurement Is A Digital Media Buying Maturity Framework Buying Team Digital Media Buyer‘s Best Friend Benchmarks: Landscape: Digital Strategic Plan: Processes: Best Benchmark Your Media Buying Building A Better Practices For Display Digital Media Buying Forecast, 2012 To 2017 Digital Media Strategy Marketing Maturity Continuous Business Case: Road Map: Build The Tools And Improvement: Move Making The Business Audience-Centric Technology: Select Beyond Programmatic Case For Better Digital Digital Media Buying Partners Who Support Display For Scaled Media Buying Practice Your Goals Performance
  • 13. Client Engagement Frameworks Information Technology © 2012 Forrester Research, Inc. Reproduction Prohibited 13
  • 14. Agile And Lean Playbook APPLICATION DEVELOPMENT AND DELIVERY PROFESSIONALS Executive Overview: Make Software Delivery More Responsive To The Business Future Look: Business Plan: Skills And Staffing: Performance Increase Agile Efficacy Plan For Continuous Revamp Your Management: To Improve Customer Agile And Lean Organization For Agile Manage Your Agile Value Evolutions And Lean And Lean Adoption Business Impact: Strategic Plan: Policies And Justify Agile With Benchmarks: Define Embrace Holistic Procedures: Shorter, Faster Your Agile And Lean Change To Achieve Govern Your Agile And Development Metrics Agile Results Lean Adoption Assessment Build/Buy Capabilities: Change Management: Framework: Road Map: Right Source Your Sustain Agile With Determine If You're Reduce Agile Agile And Lean Formal And Informal Agile And Lean Uncertainty Over Time Environment Training Enough
  • 15. Cloud Computing Playbook CIO PROFESSIONALS Executive Overview: Achieve Cloud Economics For Operations And Services Performance Business Plan: Skills And Staffing: Future Look: Management: Drive Savings and Proactively Engage Make The Cloud Develop Cloud Metrics Profits With Cloud Cloud Buyers Enterprise Ready Using The Balanced Economics Scorecard Policies And Business Impact: Strategic Plan: Budgeting And Procedures: Improve Productivity Integrate Cloud Into Planning: Understand Put Guardrails In Place With The Cloud Existing Architecture The True Cost Of To Drive Cloud Strategies Cloud Services Success Assessment Build/Buy Capabilities: Change Management: Road Map: Framework: Right-Source Your Onboard the Business Master 10 Trends For Assess Your Cloud Applications For The To Your Cloud Your Cloud Journey Maturity Cloud Strategy
  • 16. BT Strategic Planning Playbook CIO PROFESSIONALS Executive Overview: Develop Effective BT Strategy Build/Buy Capabilities: Performance Business Goals: Management: Business Vision: Develop Capabilities Begin BT Strategic Measure The Plan Strategy Around And Services To Planning With Clear Effectiveness Of The 10 Business Trends Deliver The Business Goals Strategic Planning Technology Road Map Process Technology Vision: Strategy Selection: Organization: Benchmarks: Tech Trends Use Business Optimize The IT Measuring BT Transform Business Capabilities To Organization To Strategic Planning Strategies Optimize BT Strategy Support BT Strategy Outcomes Choices Assessment Change Management: Budgets: Framework: Road Map: Communicate And Build A Financial Plan Assess Your Create A Living BT Manage Change For That Supports BT Readiness To Plan BT Road Map The BT Strategic Strategy Strategies Planning Process
  • 17. EA Practice Playbook ENTERPRISE ARCHITECTURE PROFESSIONALS Executive Overview: Build A High-Performance EA Practice Organization: Develop Future Look: Stakeholder Needs: Performance Business-Focused Make EA Business- Let Business Needs Management: And Strategic EA Focused, Strategic, Drive Your Enterprise Track Progress Towards Organizations And Pragmatic Architecture High-Performance EA Business Impact: Strategic Plan: Focus Processes: Metrics: Measure EA's Focus EA Impact On EA Strategy On Build Trust And Agility Business Goals, Planning, Governance, Changing Business With An EA Process Engagement, And And Innovation Expectations Framework Influence Assessment Framework: Deliverables: Change Management: Transform EA Road Map: Use Effective EA Communicate EA Resources, Execute On Your EA Deliverables To Guide Capabilities Relationships, Practice Strategy Change Companywide Processes, Foundations
  • 18. Services Sourcing Playbook SOURCING & VENDOR MANAGEMENT PROFESSIONALS Executive Overview: Select And Negotiate More Effective IT Services Outreach: Streamline Performance Change Management: Future Look: The IT Service Management: Build A Foundation Navigate A Changing Provider Selection Automate Your For IT Services IT Services Landscape Process Performance Management Change Activities Business Impact: Strategic Plan: Negotiations: Benchmarks: Improve The Business Align Your IT Services Negotiate A Align IT Services Metrics Value Of IT Services Strategy With The Successful IT Services With Relationship Goals Business Outsourcing Contract Capabilities Assessment Framework: Contractual Terms: Change Management: Assessment: Assessing Your Maximize Value With IT Evolve Supplier Match Service Provider Company’s Application Services Contractual Management To The Governance With Outsourcing Maturity Terms Changing Ecosystem Market Realities
  • 19. Service Management And Automation Playbook INFRASTRUCTURE & OPERATIONS PROFESSIONALS Executive Overview: Deliver Technology Services Faster, Cheaper, And Better Future Look: Stakeholder Needs: Skills And Staffing: Performance Become Customer- Develop Your Service Evolve Your Service Management: Centric, Service- Management And Management And Manage Your Service Focused, And Automation Staffing Automation Skills And Management And Automated Strategy Staff Automation Performance Policies And Business Impact: Strategic Plan: Procedures: Benchmarks: Sustain Service Avoid Tactical, Narrow Balance Disciplined Drive Service Management And Service Management Service Management Management Adjustments Automation Funding And Automation And Automation With With Peer Comparisons Strategies Flexibility Road Map: Build/Buy Capabilities: Assessment Framework: Change Management: TechRadar™ For I&O Source Effective Assess Your Service Communicate And Train Professionals: IT Service Management Management And Sustainable Service Service Management And Automation Automation Maturity Management Changes Processes, Q1 2012 Capabilities
  • 20. Mobile Security And Operations Playbook SECURITY & RISK PROFESSIONALS Executive Overview: Manage Mobile And Consumer Devices Safely And Efficiently Future Look: Skills And Staffing: Performance Prepare For Anywhere, Stakeholder Needs: Create New Mobile Management: Anytime, Any Device Charter A Mobility Operations And Develop Mobile Engagement With A Council With Seven Security Professionals Operations And Security Stateless Mobile Tasks Balanced Scorecards Architecture Business Impact: Aim Policies And Strategic Plan: Benchmarks: To Empower the Procedures: Address Complexity Survey Employees To Anytime, Anywhere Redefine Your Mobile With Mobile Security Target Mobility Workforce Policy To Empower And Operations Improvements Workers Assessment Framework: Road Map: Build/Buy Capabilities: Change Management: Assess The Maturity Of Define A Road Map For Navigate The Identify, Engage, And Your Mobile Security Mobile Security And Fragmented Mobile Train Mobile Stakeholders And Operations Program Operations Security Market
  • 21. Security & Risk Practice Playbook SECURITY & RISK PROFESSIONALS Executive Overview: Build A High-Performance Security Organization Future Look: Stakeholder Needs: Skills And Staffing: Performance Navigate The Future Of Develop A Change Recruit And Retain An Management: The Security Plan For Your Security Information Security 2012 Budget And Organization Program Team Planning Guide for CISOs Business Impact: Policies And Determine The Strategic Plan: Procedures: Benchmarks: Business Value Of An Build A Strategic Build An Information Develop Effective Security Effective Security Security Program & Security Management Metrics Program Organization System Assessment Framework: Road Map: Define A Road Map To Change Management: Assess Your Security Build/Buy Capabilities: Accelerate The Market Security To Gain Program With Source Your Security Organizational Influence And Secure Forrester ‘s Information Services Maturity Of Your Budget Security Maturity Model Security Program
  • 22. Social Business And Collaboration Playbook CIO PROFESSIONALS Executive Overview: Competitive Advantage Through Social Business Stakeholder Needs: Performance Skills And Staffing: Analyze What Your Social Management: Future Look: Staffing For Social Business And Maximizing The Impact The Social CIO Business And Collaboration Of Social Business Collaboration Success Stakeholders Really Need And Collaboration Strategic Plan: How To Business Impact: Policies And Benchmarks: Evaluate Create A Knockout Mapping The Value Of Procedures: Your Social Business Social Business And Social Business And The CIO'S Role In The And Collaboration Collaboration Strategic Collaboration Social Business Policy Maturity Plan Assessment Framework: Road Map: The Road Build/Buy Capabilities: Change Management: Assess The Capabilities To Social Business Social Business And Build Your Social Business And Impact Of Your Transformation Starts Collaboration And Collaboration Strategy Social Business And With A Burning Technology On A Solid Change Collaboration Toolkit Platform Guidebook Management Foundation
  • 23. Innovation Playbook CIO PROFESSIONALS Executive Overview: Thrive With Sustained Innovation In The Empowered BT Era Vision: Pursue Performance Innovation Supported Ideation: Organization: Create Management: Measure By Global Business Move From Ideation To And Leverage An And Manage The And Technology Innovation Innovation Team Innovation Process Trends Selection And Business Impact: Benchmarks: Prototyping: The Forrester Governance: Unleash Sustained Innovation Benchmark Innovation Innovation Heat Index: Innovation With Good Propels The Business Capabilities And Turn Good Ideas Into Real Governance Engine Results Innovations Faster Assessment: Portfolio Management: Build/Buy Capabilities: Change Management: Assess The Firm’S Fuel Business Growth Sourcing The To Stay Competitive, Readiness For Sustained Via The BT Innovation Innovation Network: Nurture A Culture Of Innovation Portfolio Innovation
  • 24. EA Method Playbook ENTERPRISE ARCHITECTURE PROFESSIONALS Executive Overview: Develop A Business-Centered Enterprise Architecture That Boosts Agility Planning Methods: Performance Assessment: Readiness Vision: Architect For Fuse Technology, Management: Managing Assessment For The Next Digital Innovation, And Quality And Impact Of Business-Focused Decade Business Change In Your Business-Centered Enterprise Architecture Your Planning Cycle EA Program Landscape: The Governance: Strategic Plan: Build Enterprise Rearchitect Benchmarks: Your Stepwise Architecture Governance For Benchmarks For Strategy For Business- Methodology Sustainable Business Business-Centered EA Centered EA Landscape Agility Roles And Skills: The Implementation And Business Impact: Justify Operation Methods: Craft Continuous Improvement: Impact Of Business- The Value Of Achieving Your Business Change Managing The Culture Centered Enterprise Sustainable Business Delivery Process For And Process Change For Architecture On BT Agility Sustainable Business Business-Centered EA Roles And Skills Agility
  • 25. Data Security And Privacy Playbook SECURITY & RISK PROFESSIONALS Executive Overview: Protect And Manage Your Critical Information Assets Performance Future Look: Control Stakeholder Needs: Skills And Staffing: Management: Measure And Protect Sensitive Identify And Influence Job Description: Chief The Performance Of Your Information In The Era Data Security And Privacy Officer Data Security And Privacy Of Big Data Privacy Stakeholders Program Business Impact: Protect Policy And Benchmarks: Understand Your Competitive Strategic Plan: Kill Procedures: Develop The State Of Data Security Advantage By Protecting Your Data To Protect It Your Policies With And Privacy: 2012 To Your Intellectual Property From Cybercriminals Forrester’s Data 2013 From Cybercriminals Control Framework Assessment Framework: Road Map: TechRadar Rethinking DLP: Build/Buy Capabilities: Change Management: For Security Pros: Introducing The Build Out Your DLP Sustain Change In Data Data Security And Forrester DLP Maturity Capabilities Security And Privacy Protection Grid
  • 26. Business Technology Resiliency Playbook INFRASTRUCTURE & OPERATIONS PROFESSIONALS Executive Overview: Build The Always-On, Always-Available Extended Enterprise Organization: Performance Vision: Move Beyond Assessment: Assess Organizational Management: Develop Disaster Recovery And The Maturity Of Your Implications For Your Business Prepare For Business Business Technology Business Technology Technology Resiliency Technology Resiliency Resiliency Program Resiliency Balanced Scorecard Strategic Plan: Benchmark: Benchmark Landscape: The Processes: Govern Develop The Business The Performance Of Your Business Technology The Highly Resilient Technology Resiliency Business Continuity Resiliency Landscape Enterprise Strategic Plan Program Business Case: Road Map: Develop Tools And Continuous Improvement: Justifying The Business Your Road Map For Technology: Source Communicate And Train Case For Business Business Technology Business Technology Your Teams On Business Technology Resiliency Resiliency Tools Resiliency Capabilities Technology Resiliency
  • 27. Identity And Access Management Playbook SECURITY & RISK PROFESSIONALS Executive Overview: Evolve Your Identity Strategy For The Extended Enterprise Performance Future Look: Navigate Skills And Staffing: Stakeholder Needs: Management: Develop The Future Of Identity Role Job Description: Identify And Influence The Identity And Access And Access Identity And Access Identity Stakeholders Management Balanced Management Management Architect Scorecard Business Impact: Use Strategic Plan: Build Policy And Benchmarks: Know The Commercial IAM Your Identity And Procedures: Build An State Of Identity And Solutions To Achieve Access Management Effective IAM Policy Access Management More Than 100% ROI Strategy Framework Budgets Over Manual Processes Road Map: Build/Buy Capabilities: Assessment Framework: Change Management: TechRadar™ For Source Your Identity Assess Your Identity Sustain Organizational Security Pros: Zero And Access And Access Change In Identity And Trust Identity Management Management Maturity Access Management Standards Capabilities
  • 28. Information Strategy And Architecture Playbook ENTERPRISE ARCHITECTURE PROFESSIONALS Executive Overview: Focus Your Information Strategy On Business Impact Assessment: Assess Performance Organization: Define Vision: Key Trends In Your Readiness For A Management: The Shifting Information Cohesive Information Performance Responsibilities Of The Management Strategy And Management For Information Architect Architecture Program Information Architects Benchmarks: Critical Landscape: The Strategic Plan: Let The Processes: Create Success Factors For Diverse Landscape Of Adjacent Possible Your Information Measuring Your Information Guide Your Governance Information Architecture Information Strategy Framework Architecture Program Tools And Technology: A Continuous Business Case: Treat Road Map: A Roadmap Framework For Improvement: Driving Information As A For Information Information Management Change To Ensure Strategic Asset Architecture And Consumption Information Technology Architecture Success
  • 29. Business Process Management Playbook ENTERPRISE ARCHITECTURE PROFESSIONALS Executive Overview: Drive Process Innovation Using BPM Technologies, Methods, And COEs Skills And Staffing: Future Look: Embrace Stakeholder Needs: Performance Build Your Skills Five Disruptive Trends Address Stakeholder Management: Use A Development Road That Will Reshape Needs For BPM Metrics Framework To Map For Achieving BPM Excellence Excellence Drive BPM Excellence BPM Excellence Policy And Procedures: Strategic Plan: Co- Business Impact: Select The Core Methods Metrics: BPM Projects Create A Shared Business And It Impact And Techniques You Show Good But Varied Strategy For Achieving Of BPM Excellence Need To Deliver BPM Performance BPM Excellence Excellence Assessment Framework: Tools And Technology: Change Management: Road Map: Defining Assess Your Readiness The Way Forward For Achieving The Best Your BPM To Launch A High- BPM Technology Communication And Implementation Impact BPM Excellence Selection And Buy-In For BPM Strategy Program Sourcing Programs
  • 30. Business Architecture Playbook ENTERPRISE ARCHITECTURE PROFESSIONALS Executive Overview: Create A Business Architecture Program That Helps Your Business Manage Change Assessment: Assessing Performance Organization: Organize Future Look: The Organizational Management: Your Business Future Of Business Readiness For A Measuring The Architecture To Deliver Architecture Business Architecture Success Of Business Your Strategy Program Architecture Landscape: The State Strategic Plan: Processes: Identify Of Business Develop A Benchmarks: Essential Methods For Architecture And Stakeholder-Focused Benchmarking Your Business Business Architects In Business Architecture Business Architecture Architecture Program 2012 Strategy Tools And Technology: Business Case: Focus Continuous Road Map: Build A Using Tools And On The Transformational Improvement: Growing Business Architecture Technology For Impact Of Business The BA Capability Program Road Map Business Architecture Architecture Over Time Programs
  • 31. Security Architecture And Operations Playbook SECURITY & RISK PROFESSIONALS Executive Overview: Defend Your Data From Mutating Threats With A Zero Trust Network Vision: No More Performance Management: Chewy Centers: Assessment: Forrester‘s Organization: Job Measure The Effectiveness Introducing The Zero Incident Management Description: Security Of Your Security Trust Model Of Maturity Model Architect Architecture And Information Security Operations Strategic Plan: Build Benchmarks: Security Into Your Landscape: Zero Trust Policy And Procedures: Understand The State Network‘s DNA: The Landscape PCI Unleashed Of Network Security: Zero Trust Network 2012 To 2013 Architecture Tools And Technology: Business Case: Defend Road Map: Develop Market Overview: Continuous Your Business From The Your Road Map For Network Security Improvement: Maintain Mutating Threat Zero Trust Network Segmentation Your Security Edge Landscape Mitigation Technology Gateways
  • 32. The SVM Practice Playbook SOURCING & VENDOR MANAGEMENT PROFESSIONALS Executive Overview: Accelerate Your Business Objectives With A Professional SVMO Assessment Framework: Skills And Staffing: Vision: The SVM Performance Management: Assess Your Current SVM Activities, Roles, Organization's Future Build A Framework To SVMO State To Navigate And Skills Are In 2020 Measure SVM Performance The Future Evolving Landscape: SVM Strategic Plan: Create Processes: Cutting The Organization's Rugged Benchmarks: How An Effective Sourcing Gordian Knot - The Region: Is The Fight Good Are We? Strategy SVMO Process Model Still Going On? Road Map: Stairway To Tools And Technology: Value Communication: Business Case: SVM’s Heaven, Or The Road A Dizzying World: Build SVM'S Value Business Case Map To Success SVMO Software Message
  • 33. Project Samples Asia Pacific © 2012 Forrester Research, Inc. Reproduction Prohibited 33
  • 34. Project consulting sample BENCHMARK AND IMPROVE ASIA PACIFIC DIGITAL MARKETING Client: A leading research-based, innovative healthcare company Objective: Benchmark and improve Asia Pacific digital marketing Request: Provide a 2011 digital marketing maturity assessment for Asia Pacific (APAC) countries: New Zealand, China, South Korea, Indonesia, Malaysia, Philippines, Australia, Taiwan, Hong Kong, Thailand, and Vietnam. Analyst: Nate Elliott Outcome: We assessed the digital marketing maturity of client’s regional affiliates in 11 APAC countries, using Forrester’s Digital Marketing Maturity Assessment framework, to identify opportunities for client’s APAC affiliates to improve their digital marketing maturity. We also defined a high-level action plan to help client APAC affiliates move up the digital marketing maturity ladder. © 2012 Forrester Research, Inc. Reproduction Prohibited 34
  • 35. Project consulting sample DEVELOP A MARKETING STRATEGY Client: A global skin and beauty care company Objective: Develop a marketing strategy Request: Need to create a customized interactive marketing strategy for client’s Thailand arm. Analyst: Nate Elliott Outcome: • We created four target segments for client’s brand and identified the digital opportunity in the following key markets: the US, Germany, France, Italy, Spain, Mexico, China, and Thailand. • We identified the most effective media channels to reach and engage with target customer segments in these markets. • We developed a digital strategy/road map, including target market prioritization, for interactive marketing for Thailand specifically. © 2012 Forrester Research, Inc. Reproduction Prohibited 35
  • 36. Project consulting sample TABLET MARKET POSITIONING AND STRATEGY Client: A multinational information technology and electronics company Objective: Tablet market positioning and strategy Request: Global tablet study, B2C and B2B, including data and forecasts Analysts: Ellen Daley and J.P. Gownder Outcome: We analyzed the global tablet market with an emphasis on Asia Pacific, specifically: • Technology trends • Application trends • Enterprise market expansion • Market size forecast • Global channel trends • Competitive SWOT © 2012 Forrester Research, Inc. Reproduction Prohibited 36
  • 37. Project consulting sample ECOMMERCE STRATEGY Client: An Italian design company focused on making quality clothing Objective: eCommerce strategy Request: Retail eCommerce trends and best practices across the US, Europe, and China Analysts: Martin Gill and Luca Paderni Outcome: We provided an overview of consumer behavior and best practices in eCommerce for fashion across the US, Europe, and China using published data and case-study examples. We assessed the multibrand versus mono-brand approach to online fashion retail in Europe and the US and made recommendations for client on how to improve its mono-brand presence and presence on multibrand sites. © 2012 Forrester Research, Inc. Reproduction Prohibited 37
  • 38. Project consulting sample PRODUCT CONTENT MANAGEMENT IMPLEMENTATION Client: Multinational manufacturer of product ranges including personal care, household cleaning, laundry detergents, prescription drugs and disposable nappies Objective: Product content management (PCM) implementation Request: Review a strategic approach for working with client to implement vendor’s PCM solution, as well as how these components fit together with other existing vendors products already implemented. Analyst: Brian K. Walker Outcome: We identified the strengths and weaknesses of client’s current approach and identified areas of opportunity for increased efficiency to meet its goals. We provided insight regarding a solution strategy as it relates to selected vendor and other vendors. © 2012 Forrester Research, Inc. Reproduction Prohibited 38
  • 39. Project consulting sample IMPROVE ECOMMERCE EXECUTION IN ASIA PACIFIC Client: Multinational company focused on the development of children's creativity through playing and learning Objective: Improve eCommerce execution in Asia Pacific (APAC) Request: Provide best practices and recommendations on how to approach executing an eCommerce strategy in APAC, with a specific emphasis on South Korea, China, Japan, and Singapore. Analyst: Brian K. Walker Outcome: We provided an overview of Asian online consumers, including specific data on online consumers in general and commerce-specific behavior and the consumer payment landscape in each country. We developed a framework and specific recommendations for Client for each country. © 2012 Forrester Research, Inc. Reproduction Prohibited 39
  • 40. Project consulting sample CONSUMER MOBILE BEHAVIOR ANALYSIS Client: A global manufacturer of electronics and other technologies Objective: Consumer mobile behavior analysis Request: Overview of mobile consumer behaviors in the US, UK, and China to help reach the next level of mobile maturity for both marketing and commerce. Analysts: Julie A. Ask and Thomas Husson Outcome: We provided a high-level overview of mobile consumer behaviors in the US, UK, and Metropolitan Chinese markets to help local client marketers and decision-makers make more informed decisions on the implementation of their mobile consumer initiatives. Assessed client’s mobile strategy and helped them mature to the next level of mobile maturity – what it called internally a mobile “leapfrog.” © 2012 Forrester Research, Inc. Reproduction Prohibited 40
  • 41. Data © 2012 Forrester Research, Inc. Reproduction Prohibited 41
  • 42. Data sample COMPETITIVE ANALYSIS Client: An American multinational financial services corporation Objective: Competitive analysis Request: Need to understand behaviors among client card holders versus the competition with regards to mobile use, technology adoption, market receptiveness, app downloads and usage, social media, Internet use, and so forth. Outcome: Client is using this data to discover which markets — and specifically those in Asia Pacific — have a propensity to switch credit card providers based on their change “readiness” and to then develop localized apps to meet consumer needs in those markets. © 2012 Forrester Research, Inc. Reproduction Prohibited 42
  • 43. Data sample OPPORTUNITY ANALYSIS AND BUDGETING Client: The world's largest cosmetics and beauty company Objective: Opportunity analysis and budgeting Request: Size the eCommerce opportunity by country in Asia Pacific to understand how changing population growth, broadband/Internet populations, disposable income, and other factors contribute to market attractiveness for Client. Specifically, obtain data on women across the globe who fit client’s “luxury” profile. Outcome: Client is using the data to prioritize and finalize its 2012 budget. With this data, the firm will be able to allocate funds to develop and support the eCommerce markets that hold the greatest opportunity for its products. © 2012 Forrester Research, Inc. Reproduction Prohibited 43
  • 44. Data sample MARKET EXPANSION Client: A stylish, forward thinking global leader of hospitality Objective: Market expansion Request: Obtain specific demographic and psychographic information on consumers in different countries across Asia to determine overall consumer interest in and propensity for hotel spend. Outcome: Client is using the data to evaluate potential global hotel expansion in Asia. Based on the specific consumer attitudes and how they differ across regions and countries, it will make investment and hotel product decisions globally. © 2012 Forrester Research, Inc. Reproduction Prohibited 44
  • 45. Data sample MARKETING CHANNEL INVESTMENT AND DEVELOPMENT Client: Multinational manufacturer of product ranges including personal care, household cleaning, laundry detergents, prescription drugs and disposable nappies Objective: Marketing channel investment and development Request: Evaluate consumer perceptions and usage of QR codes via mobile devices. Outcome: Client will harness this data to determine country-specific needs for packaging and advertisements using QR codes as the marketing channel delivery method. © 2012 Forrester Research, Inc. Reproduction Prohibited 45