FOR B2C Marketing PROFESSIONALS

The Marketing Measurement And Insights Playbook


Embrace The New Marketing Performance Measurement Standard



Marketing measurement has evolved beyond last-touch credit. More and more marketers and customer insights (CI) pros understand that assigning marketing credit must reflect the dynamic purchase path. And they're embracing advanced measurement methodologies, such as cross-channel attribution and marketing mix modeling, to determine the true impact of all interactions across all devices, channels, and campaign tactics. CI pros work hand in hand with B2C marketing leaders, supporting the complex measurement ... Continue reading the Executive Overview
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PLAYBOOK RESEARCH

Landscape: Marketing Measurement Metamorphoses
Strategic Plan: Build Capabilities For Measurement Success
Road Map: Pave The Path To Measurement Success
Tools And Technology: The Forrester Wave™: Marketing Performance Measurement Service Providers
Performance Management: Adopt The Right Marketing Metrics To Measure Success
Tools And Technology: The Forrester Wave™: Marketing Performance Measurement Service Providers
Road Map: Pave The Path To Measurement Success
Landscape: Marketing Measurement Metamorphoses
Performance Management: Adopt The Right Marketing Metrics To Measure Success
Strategic Plan: Build Capabilities For Measurement Success

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