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For B2C Marketing Professionals

The Marketing Measurement And Insights Playbook For 2018

Executive Overview: Cross-Channel Attribution Puts The Science In Marketing Measurement

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this shift, B2C marketers must embrace unified marketing measurement — an approach that uses big data and statistical analysis to credit marketing initiatives across touchpoints — combined with predictive analytics to inform prospective marketing plans. This playbook demonstrates how marketers should use this unified approach to better measure marketing performance, strengthen planning with data-enabled predictions, and shift to a continuous optimization process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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