Web optimization is the rallying cry for marketers in 2006 and 2007, according to Forrester Research. The analysts report that more than 40 percent of 371 marketing technology decision makers and influencers surveyed say their organizations plan to implement Web interaction optimization software by the end of 2007. Free report via vendor TouchClarity's web site.

According to the Forrester report, web interaction optimization solutions were the number one category of solutions that the surveyed marketers have plans to implement, beating out 11 other solution categories.

Touch Clarity, named in the Forrester report, provides a highly automated on-site behavioral targeting solution that optimizes web visitor interaction on an individual level by fully considering the current visitor’s behavior and context, as well as all previous visitor behavior in making its decisions for serving the optimal content, promotions, or merchandising recommendations.

About the market research report

Forrester Research's 15-page report, "Marketing Technology Adoption 2006 - Interaction Optimization and Process Management Top Marketing Agendas" (June 28, 2006) by by Elana Anderson with Jennifer Joseph and Sally M. Cohen, is the first document in a "Marketing Technology Adoption 2006" series. Forrester conducted the survey of marketing technology decision makers and influencers in late 2005 to learn what marketing technologies they are most focused on, how they evaluate technology partners, and how their technology spending plans are changing. Results show that marketing technology has reached mainstream adoption. Marketing is now shifting focus from core infrastructure elements -- like the customer data mart and data mining technologies -- to technologies that support optimization of customer interactions and marketing processes.

As of this posting, the report is available as a free download at the TouchClarity website, at the link below. Registration is required.

The report is also available for purchase from the Forrester Research web site.

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