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
Invest In Demand-Side Platforms To Lift Productivity And Performance
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
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
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
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?
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
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 […]
Blog
Want Better Content Performance? Fix It At The Source.
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
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
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.
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 […]
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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