The Forrester Wave™: Listening Platforms, Q1 2009
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The Forrester Wave™: Listening Platforms, Q1 2009
Published January 2009
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 than simply tracking metrics.
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