Forrester

Why Read This Report

As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on investment (ROI) performance, they feel ill equipped for this task, as they are overwhelmed with abundant and inconsistent data. To wrap their arms around ROI success, business-to-consumer (B2C) marketing leaders must focus on three levels of measurement: 1) corporate output metrics that prove marketing value; 2) efficiency metrics that optimize the marketing budget; and 3) brand health metrics that build a resilient brand.