Consumer Delivering Optimized Product Experiences Across ... · Before Dell, Ms. Chawla worked at...

forrester’sConsumerforum 2011

Delivering Optimized Product Experiences Across Customer TouchpointsOctober 27–28, 2011 n Hilton n Chicago

REgisTER by sEPTEmbER 9 AnD sAvE $200!visit www.forrester.com/consumerforum or call +1 888.343.6786.

Forrester Research, Inc.400 Technology SquareCambridge, MA 02139

Dear Colleague,

Disruptive technology, digital connectivity, and the proliferation of customer touchpoints are dramatically changing the way customers interact with products and channels. Coupled with changing consumer behavior, we are seeing the eradication of traditional business models, products, and distribution tactics.

Marketing and strategy professionals must therefore adapt what physical and digital goods they sell, as well as how and where they sell them. Only those executives who become customer-obsessed, agile, and global will capitalize on new distribution models across touchpoints, delight-ing their customers and driving incremental revenue. We are in the age of the customer, where the only sustainable competitive advantage is knowledge of and engagement with customers.

At Forrester’s Consumer Forum 2011, you will hear how business leaders from major global companies are already successfully meeting these challenges. Through a combination of analyst presentations, in-depth case studies, analyst One-On-One Meetings, and peer networking, we will help you conceive and execute your own strategies to deliver optimized product experiences across customer touchpoints.

We look forward to seeing you in October!

Andrew stockwellVice President, Practice Leader – eBusiness & Channel Strategy

www.forrester.com/consumerforum 3

FORREsTER’sCOnsumER FORum 2011

WHO ARE WE?

Forrester uses personas like us to represent clients in their professional roles and deliver a uniquely relevant and solution-oriented experience.

DElivERing OPTimizED PRODuCT ExPERiEnCEs ACROss CusTOmER TOuCHPOinTsJoin us to learn:n What market and competitive forces you need to consider to deliver profitable product and channel experiences.

n How business leaders from major global companies are already successfully meeting these challenges.

n How to conceive and execute your own strategies to deliver optimized product experiences across customer touchpoints.

benefits of Attending:n Compelling keynotes by industry executives and Forrester analysts.n In-depth tracks on the topics that matter most to your role. n Meetings with Forrester Analysts to discuss unique issues facing your organization.n Peer networking with the more than 500 attending executives and professionals.n Technology solutions from leading agencies and solution providers.

Register by september 9 and save $200!

WHO sHOulD ATTEnD:

n Consumer Product Strategy Professionals.

n eBusiness & Channel Strategy Professionals.

n Customer Intelligence Professionals.

n Interactive Marketing Professionals.

n Market Insights Professionals.

JOin FORREsTER OnlinE

Twitter #FCF11 #Forrester #FORR Follow the forum buzz and ask questions during keynotes.

linkedin www.linkedin.com Network through the Consumer Forum Group (for attendees only).

Facebook www.facebook.com Stay connected through Forrester and Forrester Events pages.

Forrester Communities http://community.forrester.com/ Participate in relevant discussions before, during, and after the Event.

4 FORREsTER’s COnsumER FORum 2011

KEynOTE sEssiOnsPowerfuL Content. exCePtionaL induStry SPeakerS.

inDusTRy KEynOTEssona Chawla, President, eCommerce, WalgreensSona Chawla is president of eCommerce for Walgreen Co. She leads the combined opera-

tions of Walgreens eCommerce and drugstore.com (acquired in June 2011). She joined Walgreens in 2008 from Dell, where she was VP of Global Online. Before Dell, Ms. Chawla worked at Wells Fargo, where she held several roles: SVP of Enterprise Internet Services, EVP of Web Channel Management, and EVP of Online Sales, Service and Marketing.

William J. lynch, Jr., Chief executive officer, barnes & nobleWilliam J. Lynch, Jr. became Chief Executive Officer of Barnes & Noble, Inc. on March

18, 2010. He was previously President of Barnes & Noble.com, responsible for the company’s eCommerce operations. Mr. Lynch joined Barnes & Noble from HSNi, where he was Executive Vice President of Marketing and General Manager of HSN.com. From 2004 to 2008, he was Chief Executive Officer and Co-Founder of gifts.com.

Alexis maybank, Chief executive officer and founder, gilt groupeAlexis Maybank has focused on eCommerce and new media her entire career. She most recently

served as General Manager and Director of Business Development for AOL’s eCom-merce businesses. Prior, Alexis launched and ran eBay Canada. She helped found eBay Motors, which grew to over $2.5B in gross sales and continues to be the largest category of goods sold on eBay today.

FORREsTER KEynOTEsDisruptors Handbook: How To Reinvent your Products — before They become irrelevantJames l. mcQuivey, Ph.D., Vice President, Principal analyst, Forrester ResearchYour customers live in a world of heightened expectations and abundant

options. New devices and platforms give them more of what they want in more places at more times than ever before. Seizing this opportunity, insistent upstarts are plotting to make you irrelevant by delivering a more compelling, lower-cost product and service experience than you can. To beat them, you must join them. In this session, James will teach you how to become your own best disruptor and to:n Understand why today’s digital platforms make every product experience vulnerable to value destruction.

n Think like a disruptor and understand how unlikely competitors innovate the adjacent possible.

n Assess how susceptible your business is to disruption from the outside and gauge your readiness to disrupt from the inside.

n Go on the offensive to become a disruptor, building the total product experience your customers will expect.

Optimizing your business in The Era Of Agile Commercebrian K. Walker, Vice President, Principal analyst, Forrester ResearchMultichannel commerce is dead. Customers interact through many digitally enabled touchpoints — ranging from stores and websites to emerging touch-

points like social commerce, tablets, and even appliances. Companies must adapt by delivering relevant content, commerce, and service. In this session, Brian will explore how organizations can ditch channel-oriented strategies and optimize business in the era of agile commerce, discussing:n How consumer expectations and behaviors are shifting, making existing channel-centric commerce approaches extinct.

n How consumer and business technology capabilities are shifting to disrupt existing markets and operational approaches.

n Which businesses are adapting their organizational approaches to increase speed-to-market and adapt to the era of agile commerce.

The 5th annual Forrester groundswell Award winners will be announced at Consumer Forum 2011. This award recognizes the excellent and effective use of social technologies to accomplish a corporate goal. For more information visit:

http://groundswelldiscussion.com/groundswell/awards2011/entry_form.php.

REviEW FROm FORREsTER’s COnsumER FORum ATTEnDEE 2011:

The most valuable aspect of these events is hearing real results from forward thinkers/doers. [We can] go back and convince senior management to allow investment in these areas.

Andrew H.Director, Market & Customer Insight


EvEnT AgEnDATHuRsDAy, OCTObER 27, 2011

7:30–8:30 a.m. Event Registration And Continental Breakfast8:30–8:45 a.m. WElCOmE AnD sETTing THE sTAgE

Andrew stockwell, Vice President, Practice Leader — eBusiness and Channel Strategy, Forrester Research8:45–9:30 a.m. FORREsTER KEynOTE:

James l. mcQuivey, Ph.D., Vice President, Principal Analyst, Forrester Research9:30–10:15 a.m. FORREsTER KEynOTE:

brian K. Walker, Vice President, Principal Analyst, Forrester Research

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10:15–11:00 a.m. Morning Networking Break In The Solutions Showcase11:00–11:40 a.m. inDusTRy KEynOTE: bARnEs & nOblE

William J. lynch, Jr., Chief Executive Officer, barnes & noble11:40–12:15 a.m. inDusTRy KEynOTE: WAlgREEns

sona Chawla, President, eCommerce, Walgreens12:15 a.m.–1:00 p.m. PlATinum sPOnsOR KEynOTE: ACxiOm

Tim suther, Chief Marketing Officer, Senior Vice President, Acxiom1:00–2:00 p.m. Lunch And Dessert In The Solutions Showcase2:00–2:45 p.m. Track sessions

Track A: Consumer Product Strategy

Track b: Customer Intelligence

Track C: eBusiness & Channel Strategy

Track D: Interactive Marketing

Track E: Market Insights

2:45–3:00 p.m. Intermission3:00–3:30 p.m. guest Executive Forums3:30–4:15 p.m. Afternoon Networking Break In The Solutions Showcase4:15–5:00 p.m. Track sessions





Track E: Market Insights

5:00–5:15 p.m. Intermission

5:15–6:00 p.m. Track sessionsTrack A: Consumer Product Strategy




6:00–7:30 p.m. Networking Reception In The Solutions Showcase

FRiDAy, OCTObER 28, 20117:30–8:30 a.m. Event Registration And Continental Breakfast8:30–8:40 a.m. DAy TWO OPEning REmARKs

Andrew stockwell, Vice President, Practice Leader — eBusiness and Channel Strategy, Forrester Research8:40–9:10 a.m. inDusTRy KEynOTE: TbA9:10–9:40 a.m. inDusTRy KEynOTE: TbA

9:40–10:25 a.m. Morning Networking Break In The Solutions Showcase

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10:25–10:55 a.m. inDusTRy KEynOTE: gilT gROuPEAlexis maybank, Chief Executive Officer and Founder, gilt groupe

10:55–11:15 a.m. gROunDsWEll AWARDs CEREmOnyJosh bernoff, Senior Vice President – Idea Development, Forrester Research

11:15–11:30 a.m. Intermission11:30 a.m.–12:00 p.m. guest Executive Forums

12:00–1:15 p.m. Lunch And Dessert In The Solutions Showcase1:15–2:00 p.m. Track sessions





2:00–2:15 p.m. Intermission2:15–3:00 p.m. Track sessions





3:00 p.m. Event Ends

* Event agenda is confirmed as of the date of this publication.


in-DEPTH TRACKsSeLeCt and attend VaLue-riCh SeSSionS.

TRACK A: COnsumER PRODuCT sTRATEgy PROFEssiOnAlsCombating disruption with Product innovation

New form factors, new platforms, and new markets opening up around the world are disruptive

forces for product strategists. This track will present innovation strategies to help product

strategists combat these disruptions and take advantage of new product opportunities.

innovating With A global, mobile Product strategyThomas Husson, Principal analystWith more than 5 billion mobile subscriptions worldwide, mobile phones have changed the way we

live everywhere, including in emerging countries. Are you pre-pared to reach customers from Brazil to Belarus? What opportu-nities are on the horizon, and how can you incorporate them into your global, mobile product strategy? This session will address:n How are consumers embracing mobility across the world, and what type of new services do they want access to?

n What new opportunities will smartphones open up in the coming years?

n What are the best practices for defining and implementing a mobile product strategy and road map?

Open your mind To Open innovation: How To get Comfortable Relinquishing ControlDoug Williams, analystMarket disruption is the new status quo. Product strat-

egists who maintain strict control over product innovation will not be prepared to succeed in the 21st century. But some product strategists have realized that nontraditional participants — both internal and external — should be included in the innovation process. Welcome to the world of open innovation. This session will cover:n What is open innovation, and why is this cultural change so important?

n How can open innovation lead to the development of innovative products and services?

n How have leading corporations implemented open innovation?

building A Product strategy To Capitalize On Platform

DisruptionCharles s. golvin, Principal analystNew devices like smartphones, tablets, and connected TVs drive gadget lust, but the software that underlies these new gizmos is increasingly driving consumer choice. As software platforms like Android, iOS, and Windows battle for customer loyalty, product strategists must optimize their resources based on the outcome of this battle. Discussion topics include:n How will platform options expand and contract by 2015?n Which platforms should you prioritize and discard?n How can you best build experiences in the face of platform disruption?

innovative solutions To Tablet Disruptionsarah Rotman Epps, Senior analystTablets like the iPad are a new form factor disrupting products like newspapers, magazines, PCs, and TVs.

They’re also opening up new product opportunities in retail, finance, healthcare, and other industries. In this session, we’ll look at tablet disruption and innovation, and what’s coming in 2012 and beyond. Attendees will learn:n Which products and media are tablets cannibalizing, and to what degree?

n How are product strategists innovating with new products for tablets?

n Where will tablet innovation go next?

CHRisTOPHER POWEllConsumer Product Strategy

Professional

REviEW FROm FORREsTER’s COnsumER FORum ATTEnDEE 2011:

very well orchestrated. i’m very impressed with the speaking/presentation skills of all the Forrester analysts. very well trained/presented.

Beth G.Vice President, Internet & Mobile Marketing

Also Featuring:Aaron Forth, VP of Product, intuit Personal finance Group, intuitAaron brings more than 10 years of product development and product management experience to

Intuit’s Personal Finance Group (where he oversees Mint.com and Quicken). Prior to joining Mint, Aaron held several lead-ership positions at eBay and Half.com (acquired by eBay Inc.). Most recently, as Director of Advertising, Aaron was responsible for product strategy, design and product development. Aaron has a background in multivariate testing used to drive ana-lytically based decisions around product design, improved user experience and strategic partnerships.


TRACK b: CusTOmER inTElligEnCE PROFEssiOnAlsBuilding Customer knowledge to drive Competitive advantage

Delivering optimized product experiences and designing a customer touchpoint strategy requires

deep customer knowledge. But firms that seek to build this elusive knowledge face formidable

challenges of data, integration, organizational silos, and accelerated technology change. Join us

to understand the best practices of sophisticated customer intelligence professionals to increase

customer knowledge, loyalty, and apply analytics to drive value.

leveraging The Online marketing suite To Compete in The Age Of The CustomerRobert brosnan, Senior analystMarketers face a complex and uncertain environment

as they contend with marketing and technology trends that shatter the notion of business-as-usual and sophisticated con-sumers who demand instant gratification across touchpoints. While challenging, this situation offers opportunities for firms to develop mutually beneficial, long-lasting relationships with their customers. This session will cover:n The macro market factors driving complexity.n How the modern online marketing suite is defined and evolving.n A road map template to guide a balanced approach to coordinating digital marketing analytics, content, and execution.

Privacy & identity: How Personal identity management Will Change the marketing EcosystemFatemeh Khatibloo, Senior analyst

Today’s marketing ecosystem is unsustainable. Consumers leave behind an exponentially growing digital footprint, and they don’t trust marketers to respect their privacy. Marketers have done a poor job explaining how customer intelligence improves customer experience. As a result, a nascent industry — personal identity management (PIdM) — is developing around consum-ers’ desire for transparency, portability, privacy and tangible benefits. We’ll review the emerging players, the operating mod-els, and when we expect PIdM to gain widespread adoption. Attendees will learn:n The motivators and fears behind the changing landscape.n Key concepts, including: “VRM,” “data locker,” “personal cloud” and “trust framework.”

n The implications of PIdM on Customer Intelligence.

How Analytics Drives Customer life-Cycle managementsrividya sridharan, analystWith the growing importance of Customer

Intelligence, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of busi-ness transformation. However, marketers predominantly enable analytics to serve the needs of customer acquisition, with a lim-ited view towards the entire customer life cycle. This session will explore questions such as:n What are the limitations of acquisition-focused analytics?n How can organizations make analytics pervasive across each customer touchpoint?

n What are the various techniques and associated benefits of using analytical techniques at each stage in the customer life cycle?

Panel Discussion: Emerging Trends in Customer loyaltyModerator: Emily murphy, researcherPanelists: TBA

The days of the punch card are over. As the demand for customer loyalty increases, loyalty marketers and Customer Intelligence Professionals must take steps to differentiate their loyalty programs from “me-too” efforts in the marketplace. In 2011 and beyond, loyalty marketers will focus their efforts on integrating with new channels, increasing personalization, and thinking beyond the transaction to make their programs stand out in the marketplace. This track will explore:n What trends do Customer Intelligence Professionals need to know about?

n What is the effect of “gamification” on customer loyalty?n How are marketers using data from emerging channels and changing customer behavior to enhance their loyalty strategies?

CHARlEs ibRAHimCustomer intelligence Professional

Also Featuring:Christopher Frank, Vice President, American ExpressChristopher is responsible for advertising, brand, and business-to-business research. He is a respected speaker and leader in market research and advertising

worldwide.

Paul magnone, director, Global Business development & alliances, Openet TelecomPaul is responsible for executive leadership of Openet's global partner initiatives. He has been recognized for his ability to build and manage strategic alliances with

Fortune 100 organizations and with US, European, and Israeli venture capital firms.


TRACK C: ebusinEss & CHAnnEl sTRATEgy PROFEssiOnAlswelcome to the era of agile Commerce: optimizing your eBusiness and Channel Strategies

eBusiness & Channel Strategy Professionals will optimize their people, processes, and technology

to serve today's empowered, ever-connected customers across a rapidly evolving set of customer

touchpoints. This track will provide guidance on how to become more agile in your approach

to commerce.

investing in Agile Commerce Platform TechnologyPeter sheldon, Senior analystAs eBusiness & Channel Strategy Professionals embark on their agile journeys to optimize interactions with

their customers, technology considerations will be a crucial component in achieving that goal. In tomorrow’s world, eBusi-ness will need a cohesive commerce technology that can support future consumer touchpoints. In this session we will discuss:n How will investing now in commerce technologies serve agile goals tomorrow?

n What long-term benefits can I expect to see by investing in our technology architecture?

n How do new types of platforms help organizations deliver consistent and compelling customer interactions?

mobile Touchpoint OptimizationJulie A. Ask, Vice President, Principal analystMobile phone proliferation is having a profound impact on how eBusiness & Channel Strategy Professionals

can and must interact with their customers. Drawing on our extensive consumer research in the mobile field, we will discuss the ways in which consumers are using their mobile phones as well as how businesses are adapting their efforts to connect with customers anytime, anywhere. Attendees will learn:n How is consumer mobile usage changing among different customer segments?

n What are best practices around implementing a mobile touchpoint strategy?

n What firms are doing a good job so far?

Optimizing local strategies for Agile CommerceAndy Hoar, Senior analystWith the advent of mobile phone proliferation, all eBusiness & Channel Strategy Professionals need to

adapt to a multi-touchpoint strategy and operate in a more agile manner. In this session we will discuss how eBusiness & Chan-nel Strategy Professionals are adapting their strategies to this developing arena via check-in services, such as Shopkick, and new approaches to couponing. Discussion topics include:n How are consumers using new technology to meet their needs?n Do check-ins drive sales?n What is the ROI of these new tools?n What is the future of couponing?

Driving Agile Commerce sales: serving Customers in Emerging Channelssucharita mulpuru, Vice President, Principal analyst

Retailers are increasingly challenged with the complexities of the “splinternet,” consumers accessing the web through varied and diverse touchpoints such as mobile phones and tablets. This session will explore how B2C web retailers are approaching the different agile goals, opportunities and challenges that exist in particular with smartphones and tablets. Attendees will learn:n How are eBusiness professionals in retail setting their strategies to accommodate these new touchpoints?

n Where are they finding successes and where are they experiencing challenges?

n What are they learning from their customers who interact with them in these new channels?

globalization and Agile Commerce: How To maximize international Revenues While Avoiding Common Pitfallszia Daniell Wigder, Principal analyst, research director

A growing number of consumer eBusinesses are looking outside their borders for revenue growth opportunities. We will look at how eBusiness & Channel Strategy Professionals have tackled global markets and how they have created repeatable strategies for global expansion. This session will address questions such as:n How do I assess which markets are most promising for my products and services?

n Which elements of my offering need to change for international markets and which can I leverage across markets?

n How do I staff my global operations? Which functions can be centralized versus local?

ERiC CHAngeBusiness & Channel Strategy

Professional


TRACK D: inTERACTivE mARKETing PROFEssiOnAlsevolving in the era of the Customer to deliver immersive Marketing experiences

As disruptions continue to roil the digital landscape, how can interactive marketers succeed in

this new era of the customer? Today’s fragmented environment requires nimble approaches to

program execution and data management, new agency and vendor relationships, and innovative

use of emerging touchpoints to engage consumers. Join us to learn how forward-thinking interactive

marketers are adapting their strategies and organizations to create customer-centric experiences

across digital touchpoints.

Delivering Customized Experiences Across Touchpoints: How DmPs Empower Targetingmichael greene, analystInteractive marketers are increasingly delivering

targeted communications across digitally addressable touch-points, but they often struggle to consistently deliver this level of customization. In this session, we will explore how new technol-ogies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts. Discussion topics include:n Why do marketers struggle to implement targeting across touchpoints today?

n What are DMPs, and how do they address these challenges?n Which vendors can help?

identifying And Targeting influential Consumers in a Disruptive EnvironmentAri Osur, Principal analystIn today’s connected world, consumers can influence

their networks about brand attitudes and buying decisions on an ever-expanding scale. Yet some consumers hold more sway than others. In this session, we will discuss how to understand a brand’s key influencers and craft immersive marketing programs that target this important segment. Attendees will learn:n How is influence measured?n In what ways can you identify influential consumers?n How should brands target and treat influential consumers?

Emerging media And Technology showcase For The interactive marketerElizabeth shaw, analystWhat’s new, and what’s next? Join Elizabeth to see

first-hand how brands are leveraging new media and technologies to create immersive marketing experiences, grow brand aware-ness, drive engagement, and align themselves with innovation. This session will feature:n Emerging technologies that create immersive marketing experiences.

n Metrics and key takeaways for each example.n Ways to get started with testing emerging media and technologies.

The Role Of Digital Agencies in The Age Of The Customersean Corcoran, Senior analystFor more than a decade, digital agencies have worked

with interactive marketers to weave emerging technologies into their businesses and blaze a trail in marketing. But as we enter the “age of the customer,” even these forward-thinking agencies need to evolve. In this session, learn how agencies are changing their businesses for this new era to create new immersive market-ing experiences — and how marketers must rethink their agency relationships to successfully leverage these vital partners. This session will explore:n What is the role of agencies in the age of the customer?n How are digital agencies changing, and how will they change in the future?

n How must marketers rethink and rebuild their agency relationships to succeed in this new era?

Optimizing your interactive brand Ecosystemnate Elliott, Vice President, Principal analystTo create immersive marketing experiences, every interactive marketing program should be structured

around an ecosystem that leverages owned media, social and mobile media, as well as paid media. In this session, market-ers will learn how to optimize those ecosystems to meet the unique needs of their target audiences — letting data guide their spending and strategy decisions. This session will answer:n How can marketers optimize the interactive channels and tools they’re using to reach their audiences?

n What data do marketers need to optimize a brand ecosystem — and where can they get that data?

n How can marketers use content and engagement plans to bring their interactive brand ecosystems to life?

n Which marketers are doing the best job of optimizing their brand ecosystems today?

ilEAnA mEnDEzinteractive Marketing Professional


ExPERT ADviCEMeet with forreSter anaLyStS.

Consistently rated as one of the most popular features of

Forrester Events, Forrester Analyst Meetings give you the oppor-

tunity to discuss the unique issues facing your organization. Work

one-on-one or in a small group setting with the analyst of your

choice, subject to availability.

PARTiCiPATing FORREsTER AnAlysTsConsumer Product strategy ProfessionalsCharles S. Golvin, Principal AnalystThomas Husson, Principal AnalystJames L. McQuivey, Ph.D., Vice President, Principal AnalystSarah Rotman Epps, Senior AnalystDoug Williams, Analyst

Customer Experience ProfessionalsAdele Sage, Analyst

Customer intelligence ProfessionalsRobert Brosnan, Senior AnalystDave Frankland, Vice President, Research DirectorFatemeh Khatibloo, Senior AnalystSrividya Sridharan, Analyst

ebusiness & Channel strategy ProfessionalsJulie A. Ask, Vice President, Principal AnalystPatti Freeman Evans, Vice President, Research DirectorAndy Hoar, Senior AnalystCarrie Johnson, Vice President, Research DirectorSucharita Mulpuru, Vice President, Principal AnalystPeter Sheldon, Senior AnalystBrian K. Walker, Vice President, Principal AnalystZia Daniell Wigder, Principal Analyst, Research Director

interactive marketing ProfessionalsSean Corcoran, Senior AnalystNate Elliott, Vice President, Principal AnalystMichael Greene, AnalystAri Osur, Principal AnalystElizabeth Shaw, Analyst

market insights ProfessionalsRichard Evensen, Senior AnalystRoxana Strohmenger, Analyst

TRACK E: mARKET insigHTs PROFEssiOnAlsdelivering agile and rich insights in the age of the Customer

Market Insights Professionals are under a lot of pressure: deliver richer insights, faster than ever

before, all while juggling more work, more data and more research sources. How is this possible?

Join us to see the structures, approaches, and methodologies which successful Market Insights

Professionals are adopting to succeed in this new age of the customer.mAyA iRving

Market insights ProfessionalHow Companies Have used Emerging methodologies To become Customer-Obsessed And AgileRoxana strohmenger, analyst

The age of the customer and agile commerce are here and market insights must respond by evolving and using methodologies that provide a deeper and quicker understanding of customers. In this session, we will explore how market insights organizations have utilized emerging methodologies to become more agile and provide deeper insights about customers. Attend this session to:n Learn the benefits of following your customers wherever they go to capture in the moment experiences by using mobile research.

n See how agile insights can be generated by harnessing data from MROCs and social media.

n Understand how to implement these techniques within your research mix, link to strategic business initiatives, and communicate to key stakeholders.

How To become A Disruptive market insights DepartmentRichard Evensen, Senior analyst

Welcome to the age of the customer! Digital connectivity flattened the world; disruptive technologies force constant change; and the social/mobile Web creates a proliferation of customer touchpoints. Are you agile and insightful enough to identify the threats and opportunities for your company in this new age? This session will show Market Insights Professionals:n How to structure the market insights department to become more dynamic.

n How to support product development in the era of the customer.n How to become VoC-powered and customer-obsessed.

* Analyst participation is confirmed as of the date of this publication.

REgisTRATiOnreGiSter By SePteMBer 9 and SaVe $200!

before september 9

After september 9

Four seats for the price of three

CliEnTs $1795 $1995 $5985

nOnCliEnTs $1995 $2195 $6585nOnPROFiT, gOvERnmEnT, OR EDuCATiOnAl insTiTuTiOns $1695 $1895 $5685

PRE-FORum WORKsHOP: $1500 for paying Consumer Forum 2011 attendees ($1975 regular rate)

If your company is a Forrester client, you may have prepaid Event Seats or Service Units available to cover the cost of attendance. Please contact Forrester Events or your account man-ager to inquire. Visit www.forrester.com/consumerforum for pricing and registration details, terms, and conditions.

HOTEl & TRAvElHilton Chicago720 south michigan AvenueChicago, il 60605Phone: +1 312.922.4400http://www.hiltonchicagohotel.com/

Forrester has negotiated a group room rate at Hilton Chicago for Event sponsors and attendees. Room reser-vations received by October 10, 2011, are eligible for the group rate of $219 per night plus applicable taxes for a

single or double occupancy. The negotiated group rates are based on availability and apply to reservations for October 25, 2011, through October 28, 2011. To receive the group rate, mention the Forrester Research Event when making the reservation. The cost of accommodation and travel are not included in the Event registration price.

sPOnsORsBe ViSiBLe. Create exCiteMent. Generate new BuSineSS. SPonSor a forreSter eVent.

PlATinum sPOnsOR gOlD sPOnsORs

silvER sPOnsORs PARTnER

R

Sponsorship at Forrester Events gives you the industry exposure and mindshare you need. We will customize sponsorship packages according to your needs and business goals. To ensure that all sponsors are able to maximize their level of engagement, availability is lim-ited. For sponsorship information, please email us at [email protected] or call +1.888/34 FORUM (3-6786).

WEb: www.forrester.com/consumerforum

PHOnE: +1.888.343.6786 +1.617.613.5905

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Forrester Research, Inc.400 Technology SquareCambridge, MA 02139

FORREsTER’s COnsumER FORum 2011Delivering Optimized Product Experiences Across Customer TouchpointsOctober 27–28, 2011 n Chicago n www.forrester.com/consumerforum

Join Forrester for its Consumer Forum, featuring:n Keynotes from industry experts.n In-depth track sessions designed for your role.n Personalized Meetings with Forrester analysts.n Networking with more than 500 consumer-focused professionals, analysts and industry executives.

mORE uPCOming EvEnTsmarketing ForumApril 2012 n Location TBA

Customer Experience ForumJune 2012 n New York

*Visit www.forrester.com/events for additional event offerings

ATTEnD A PRE-FORum WORKsHOP!

For added value, join a small group of peers and work closely with Forrester analysts dur-ing a full-day, hands-on Workshop. See page 11 for registration details and cost.

Website brand Experience ReviewOctober 26, 2011 n 8:30 a.m.–5:00 p.m.Adele sage, analyst

Although brand-building is a top priority for companies’ websites, few actively measure how their site conveys brand image and how branding efforts affect usability. Forrester’s Website Brand Experience Review method-ology gives firms a framework for measuring how effectively their websites convey brand positioning while enabling users to accom-plish key goals. This hands-on Workshop teaches participants the same objective techniques Forrester analysts use to evaluate how well B2B and B2C sites assist users while reinforcing brand attributes.

The Essentials Of mobile CommerceOctober 26, 2011 n 8:00 a.m.–5:00 p.m.Julie A. Ask, VP, Principal analystsucharita mulpuru, VP, Principal analyst

With the explosion of web-enabled mobile devices, mobile commerce is not something to be ignored. This Workshop will provide participants a rich series of presentations to help them in developing a best-in-class, transactional mobile experience. Topics include deciding on the optimal mobile pres-ence and what tools make sense for different types of companies; evolving mobile tech-nologies such as location-based technolo-gies and payments; and how companies can best integrate mobile devices across their different channels, particularly how compa-nies can balance their online and brick-and-mortar/offline goals. From Forrester’s ongo-ing, forward-thinking research on the mobile space, you start to learn how to develop a great mobile experience that will support your company’s initiatives.

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