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This is the Business Case report in The Cross-Channel Campaign Management Playbook.

For Customer Insights Professionals

Model The ROI Of Cross-Channel Campaign Management

August 20, 2012

By Robert Brosnan with Suresh Vittal, Michelle Dickson

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Why Read This Report

Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps customer intelligence (CI) professionals make a convincing business case for technology investments. It provides a general return on investment (ROI) model to account for the financial impact of marketing technology investments, capturing gains from top-line marketing capability gains and bottom-line operational improvements.

Tags: Customer Intelligence Strategy and Process, Enterprise Marketing Platforms, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Automation, Marketing Measurement, Marketing ROI, Measurement Methods & Techniques
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