In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing.
The study asked marketers questions like: What is their approach to online programs? What skills are marketing executives prioritizing now and in five years? What challenges inhibit further advancement? And what technologies, if any, do they rely on to help with online marketing management?
Shar VanBoskirk, Vice President at Forrester Research, reviews some of the studies conclusions, including:
* A network of best of breed technologies - what Forrester calls the "online marketing suite"- will support advanced online marketing strategies.
* While many marketers struggle to embrace technology today, more successful onlinemarketers prioritize technology investments.
* Successful marketers will require an online marketing suite that automates and unifiescustomer insight and action across channels.
* Marketers emphasize strategy and technology integration as critical skills for the futurehealth of their organization
Faramarz Farhoodi, Vice President, MotoSports, reviews how they use various components of the Omniture online marketing suite to achieve a better view of customers and increase marketing ROI.
About our experts:
Shar serves Interactive Marketing professionals. She is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships. During her 12 years with Forrester, Shar has been instrumental in the development of many of the company's interactive marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.
Faramarz is CIO and VP of eCommerce at MotoSport Inc. - a leading online retailer of power sports parts, accessories and apparel. Currently, he is responsible for Information Technology, E-commerce, and the Call Center at MotoSport.
Prior to MotoSport, Faramarz was responsible for Target.com at Amazon. Faramarz has 24 years experience in technology innovation and delivering large-scale solutions in retail, defense, and manufacturing. At MotoSport, he has led the transformation of the company's mainly catalog-based/call center business to a world- class web site as the primary transaction channel.
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