marketing measurement & optimization

Legacy marketing tactics and metrics are no longer a sound basis for planning future efforts. What’s needed is an agile approach that allows for adjustments as the market shifts. Read our insights and best practices for marketing measurement & optimization.

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Insights

Blog

Advertisers Look For Super Growth In Super Bowl LIX

Eric Epstein 6 days ago
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
Blog

SEO Must Solve Its Marketing Problem

Nikhil Lai February 7, 2025
SEO remains critically important, despite its challenges. The market for SEO solutions is growing to meet marketers’ evolving needs, including adapting to the rise of generative AI and diversification of search beyond Google. Our new Landscape report delves into the SEO market’s maturity, dynamics, notable vendors, and more.
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Is Google’s Meridian The Right Open-Source MMM Solution For You?

Brad Haag January 31, 2025
On January 29, Google announced the wide launch of its Meridian open-source marketing mix modeling (MMM) solution, available through GitHub.
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Amazon Makes Retail Media Networks’ Eyes Bigger Than Their Stomachs

Nikhil Lai January 23, 2025
To unlock retail media’s upside, retailers must become more like publishers. Learn some of the challenges and benefits of retail media networks in this preview of a new report.
Blog

Full-Funnel Advertising Makes Poppi Famous

Nikhil Lai January 10, 2025
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
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How Nationwide Building Society Upgraded Its Marketing Mix Model

Emily Collins January 9, 2025
Learn how a new marketing operations team made marketing mix modeling a well-oiled machine in this case study overview.
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Mastering The Digital Seas: A Guide To E-Commerce Precision

Christina Schmitt January 7, 2025
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.

Harness The Power Of A NEW Customer-Centric Revenue Framework

Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.

Blog

Deciphering The Data Clean Room Landscape

Stephanie Liu December 18, 2024
The data clean room market is a bit of an anomaly: It’s both an established and emerging market.
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B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction

Ross Graber December 6, 2024
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog

Measure Creator Marketing Partnerships With A Composite Set Of Metrics

Kelsey Chickering December 4, 2024
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations.
Blog

Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag

Emily Collins November 18, 2024
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
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Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation

Nikhil Lai October 21, 2024
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.

Capture & Prove Marketing’s True Value Beyond Sourcing Metrics

Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.

Blog

Leaders Face Five Challenges When It Comes To Event Measurement

Conrad Mills September 16, 2024
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]
Blog

The Funnel Is Old, Unrealistic, And Still Helpful

Nikhil Lai August 21, 2024
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
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B2B Summit APAC 2024: Transform Your Growth Engine

Dane Anderson July 25, 2024
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Blog

Accelerating Advertising With AI Comes At A Cost

Nikhil Lai May 7, 2024
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Blog

For Measuring Your Personalization Programs, The Number Of The Day Is … Three!

Jessica Liu March 19, 2024
“Hey, Count von Count, how do I know if my personalization strategy is working?” It’s difficult for companies to assess because they often measure myopically at the individual point of interaction. But personalization tactics are numerous and diverse across a company, requiring a holistic approach to measurement for a complete view of personalization efforts. Source: […]

Learn How (And Why) Reltio Left MQLs Behind

Reltio did it, and so can you! Watch our webinar to learn how Reltio transformed its revenue strategy in just 60 days with a shift from MQLs to buying groups.

Blog

Google Announces Meridian, A Marketing Mix Modeling Tool

Tina Moffett March 12, 2024
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
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CMOs Need A Measurement Strategy That Connects To Business Outcomes

Tina Moffett March 7, 2024
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
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