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For B2C Marketing Professionals

The Marketing Measurement And Insights Playbook For 2020

Executive Overview: Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward proactively analyzing results and optimizing future marketing plans. To make this shift, B2C marketers must embrace unified marketing measurement — an approach that uses statistical analysis to merge tactical marketing performance and strategic marketing performance measurement together. 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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