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.

Discover how Forrester supports B2B and B2C marketing leaders.

Insights

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 […]
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]

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

Who Capitalized On A Super Opportunity To Win More Consumers?

Eric Epstein February 13, 2024
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
Blog

What Ninth-Grade Biology Has In Common With Optimizing B2B Content

Phyllis Davidson January 30, 2024
Apply scientific experimentation to achieve the best B2B content personalization results.
Blog

Global Martech Spending Will Reach $148 Billion In 2024

Cindy Liu January 17, 2024
Marketing technology (martech) is the engine that powers marketing strategies. It encompasses tools and solutions to execute, automate, and optimize marketing efforts. Investment in martech has become a priority in recent years as companies seek to engage with their customers more effectively and improve marketing performance. In our first Global Martech Software Forecast, 2023 To […]
Blog

How To Capitalize On Conversational Search

Nikhil Lai January 2, 2024
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog

What Content Actually Matters? Find Out With A Touch Analysis.

Phyllis Davidson December 21, 2023
Gain a better understanding of content engagement.
Blog

Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance

Nikhil Lai December 12, 2023
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
Blog

Planning Season Is The Time To Revisit Your CMO Dashboard

Ross Graber November 8, 2023
Planning season is that time of year when B2B marketing objectives get set, tweaked, and reestablished. It’s also the perfect time to revisit your CMO dashboard to ensure that it’s up to the task — here’s how.
Blog

Incrementality Testing Boosts Marketing ROI

Tina Moffett October 20, 2023
Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI. Our most recent report, Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI, has best practices to get started with building an incrementality testing […]
Blog

Invest In Demand-Side Platforms To Lift Productivity And Performance

Nikhil Lai August 24, 2023
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]
Blog

The Latest And Greatest Marketing Measurement Service Providers

Tina Moffett August 23, 2023
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
Blog

One Destination, Many Paths: The Content Engagement Solutions Landscape

Phyllis Davidson July 24, 2023
B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]
Blog

Generative AI Has Answers, But SEO Practitioners Are Still Guessing

Nikhil Lai July 6, 2023
We tackle two of the most common questions we're hearing about generative AI's potential impact on search engine optimization.
Webinar

How To Raise Your B2B Marketing Game With Revenue Process Optimization

Discover how and why revenue process efficiency and productivity are crucial to reaching your B2B marketing goals.
Blog

Where Does Marketing Measurement Fit In A B2B Revenue Operations Org?

Brett Kahnke May 24, 2023
When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.
Blog

The Upfronts Spotlight The TV Advertising Industry’s Lag

Nikhil Lai May 16, 2023
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]

Fuel Growth With Strong Marketing-Sales Alignment

Download our alignment handbook to thrive in a complex buyer landscape with teams, processes, and objectives aligned across the customer lifecycle.

Blog

Want Better Content Performance? Fix It At The Source.

Kathleen Pierce March 20, 2023
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
Blog

How To Navigate Retail Media Mania

Nikhil Lai February 2, 2023
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) […]
Blog

Use Marketing Analytics To Support Your 2023 Marketing Strategy

Tina Moffett January 30, 2023
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 […]
More posts