Steve Rappaport (ARF)'s Blog (2)

This report by Forrester's Suresh Vittal is available courtesy of Nielsen Online. Here's the Executive Summary. In response to marketers’ changing needs, brand monitoring vendors are evolving to offer a more strategic and comprehensive platform. Forrester refers to this category of vendors as listening platforms. Listening platforms differ from brand monitoring vendors in one fundamental way: They deliver insights to shape marketing strategy rather… Continue

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