Tina serves B2C marketing professionals, focused on prescriptive and predictive marketing analytics (including marketing mix modeling, cross-channel attribution, and test and learn approaches), measurement strategies, best-in-class marketing and customer metrics, customer journey analytics, tools and technologies that support marketing insights, and insights-to-action strategies.
Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do this, B2C marketers must elevate their unified marketing measu
Marketers can use the assessment results to build a more stable marketing measurement practice that drives insight-driven businesses.
This report maps the evolution of marketing performance measurement into an insights-driven business strategy.
This report helps marketing leaders apply best practices in wrapping marketing with a finance point of view.
This report shows how to embrace complementary metrics to drive customer obsession: Define the value your target customers seek, establish value behavior and value outcome metrics, and use the insights to balance value for and value of customers.
B2C marketers can use this process to define the marketing measurement objective and scope, select the right data and technology to calculate metrics of success, and optimize marketing measurement results across their marketing plans.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.