Brett Kahnke

Principal Analyst

Forrester Bio

Author Insights

Blog

Campaign Planning Is Part Of The Budgeting Process — Or, At Least, It Should Be

Brett Kahnke August 30, 2021
Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.
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Blog

The Perfect Multitouch Attribution Model Doesn’t Exist

Brett Kahnke April 26, 2021
If we can’t even build a car that can be all things to all people, why would we expect one model to be able to answer every tactic performance question? We work with clients to understand the specific intention of their marketing tactics, and then judge their performance within that custom context.
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Blog

Reaching A Verdict On Channel Marketing’s Return

Brett Kahnke April 22, 2021
The channel organization must have a strong interlock with the marketing operations team to ensure the measurement roadmap is focused on the right areas.
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Blog

Handling Complication And Complexity In Marketing Measurement

Brett Kahnke October 14, 2020
How to quantify the full value delivered by a B2B marketing organization is a problem that continues to inspire and frustrate in equal measure, even though technology has enabled tracking and reporting that was out of reach for most organizations a decade ago.
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Blog

Beware False Precision In Your Analytics

Brett Kahnke October 6, 2020
When using data to understand our world, we’re often comforted by exactness in measurement. But end users can rarely see the formulas behind our dashboards, so we need to ensure they don’t make decisions with false confidence.
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Blog

The Most Important Question in Measurement and Analytics

Brett Kahnke June 25, 2020
  • There is one key question that every reporting and analytics team should ask themselves as they work
  • The answers to this question drive clear decision-making in every phase of a measurement project
  • Consistent reference to this question can improve the output and the culture of a reporting team
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Blog

Steering Into the Skid, Part Two: Marketing Operations Considerations for Redirecting Spend in a Sudden Market Disruption

Brett Kahnke June 11, 2020
  • A sudden disruption to the market can test the limits of a marketing operations team, delivering both risk and opportunity
  • Organizations that have achieved a data-driven marketing process have greater flexibility to remain aggressive in the face of unexpected challenges
  • Companies that are still pursuing a data-driven culture may determine the time is right to invest in this culture
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Blog

Steering Into the Skid, Part 1: When Should Marketing Ops Recommend Reduced Spend During a Sudden Market Disruption?

Brett Kahnke June 4, 2020
  • A sudden disruption to the market can test the limits of a marketing team, delivering both risk and opportunity
  • Marketing operations can be a key contributor to the creation of a revised spending strategy
  • It is critical to reassess your plan to identify if it was based on assumptions that are no longer valid and whether resources need to be allocated to new priorities
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