Case Study: Forrester
Making Survey Insights Addressable and Scalable – The Case Study
of Forrester’s Technographics® Benchmark Survey
Marketers use surveys to create enterprise wide applicable strategic insights to: (1) develop segmentation schemes, (2) summarize consumer behaviors and attitudes for the whole US population, and (3) use multiple surveys to draw unified views about their target audience. However, these insights are not directly addressable and scalable to the whole consumer universe which is very important when applying the power of survey intelligence to the one to one consumer marketing problems marketers routinely face. Acxiom partnered with Forrester Research, creating addressable and scalable applications of Forrester’s Technographics Survey and applied it successfully to a number of industries and applications.
Here is the presentation:
Contributor: Roxana Strohmenger, Senior Survey Manager, Operations and Analytics, Forrester Research
Speaker and Contributor: Nethra Sambamoorthi, Ph.D | Team Leader, Consumer Dynamics & Analytics, Global Consulting, Acxiom Corporation
Contributor: Jie Cheng, Ph.D | Vice President, Analytics and Customer Insights, Global Consulting, Acxiom Corporation