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
Want Better Content Performance? Fix It At The Source.
Conduct a content inventory health analysis to identify and fix content performance problems.
Blog
How To Navigate Retail Media Mania
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
Tackle 2023 With Bold Action & Clear Focus
Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.
Blog
Use Marketing Analytics To Support Your 2023 Marketing Strategy
Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives. You probably already have basic marketing measurement approaches running — whether it’s last-touch or a 30/60/90-day analysis of your email […]
Blog
Marketing Enablement Improves Business Outcomes — Show Me The Value
Marketing leaders understand that enablement drives better business outcomes, yet companies spend only about 10% of what they spend to enable sales. Learn what it takes to establish and communicate the value of marketing enablement efforts.
Blog
Digital Experience Technology Success Metrics For Marketers
Marketing leaders are investing in digital experience (DX) technologies including adtech, martech, and commerce tech to support their digital marketing, commerce, and customer experience initiatives. But many struggle to measure success due to a lack of relevant metrics. My latest published report, Drive Your Digital Experience Investments And Operations With The Right Metrics, provides a […]
Blog
Marketing Operations: Hot Topics From B2B Summit EMEA
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
Blog
Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
See Why 2023 Fortune Favors The Bold And Focused
Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.
Podcast
It’s Time To Kick The Leads Habit
The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week’s podcast.
Blog
Great Balls Of Fire! Customer Engagement Is On Your CMO’s Radar
It's customer marketing’s job to track and report on value to the business. You might not have received a lot of guidance from leadership on this, especially if your organization isn’t mature in its approach to postsale engagement. Begin by understanding what matters to the company.
Webinar
Get More From Your Marketing With Sound Orchestration
Learn essential components to successful marketing orchestration.
Blog
What Kind Of B2B Marketing Sandwich Will You Make?
While definitions vary, the modern, Western-world concept of a sandwich is two slices of bread with filling in between. When analyzing a survey question from Forrester’s Marketing Survey, 2022 (during lunch), it became apparent that high-growth (>20% increase in annual revenue) companies and companies with flat-to-declining annual revenue both will use the same proverbial slices […]
Blog
Three Critical Factors For Designing A Marketing Operations Function That Supports Growth
One of the first questions every marketing leader must be able to answer for every major effort they oversee, and even some they do not, is: “What are the tools, processes, data, resources, and measurements I need to have in place to be as effective and efficient as possible?” To answer this question, marketing leaders […]
Explore B2B Marketing Shifts For 2023
Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.
Blog
How ABM Technology Is Evolving The Modern Marketing Landscape
The landscape for Account Based Marketing (ABM) continues to evolve and mature, but what does it mean to do ABM? For some organizations, it is a subset of the business that focuses on a select few accounts, for others it is a set of tactics driven by tools and technologies.
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B2B Marketers: It’s Time To Ditch Sourcing Metrics
Marketing sourcing metrics aren't meeting the needs of B2B marketing organizations and continue to fall out of favor. Here's why to ditch them and move on to something better.
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Don’t Set Yourself Up To Fail: Move Away From Marketing Sourcing Metrics
Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?
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Recycle Opportunities To Make The Most Of Your B2B Investments
When you’re tracking B2B opportunities, some will inevitably take a detour. Learn how to manage those opportunities to successfully reengage these potential deals.
Blog
Better Together: A Security And Marketing Team-Up Can Fight Fraudsters Across Multiple Threat Vectors
Marketers lose billions of dollars to fraud every year, and advertising fraud is often viewed as a cost of doing business. But it shouldn’t be! Today, organizations face a diversifying fraud landscape including attacks in the white space between marketing and security. If they don’t collaborate against these types of attacks, fraudsters can easily slip […]
Capture The ROI Of CX
With this step-by-step guide and ROI calculator, learn how to build a compelling financial case for CX and measure results.
Blog
Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022
Joe Stanhope and I are excited to announce the publication of The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022. This report evaluates the top 10 vendors’ current offering, strategy, and market presence for their unified measurement and optimization solutions. The 2022 Forrester Marketing Measurement Wave evaluation will help B2C marketers select the best […]
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Asking The Right Questions For B2B Marketing ROI
How should marketers calculate the efficiency of their spend? The answer may not be immediately obvious — but it may also be simpler you think.
Blog
Jump-Start Your 2022 Marketing Measurement Strategy With A Focus On Precise And Actionable Insights
Learn three steps to improve your marketing and media measurement strategy in 2022.
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