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For B2C Marketing Professionals

Customer-Obsessed Marketing Demands Unified Measurement

January 16, 2020


Why Read This Report

Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing tactics with customer actions or influence. B2C marketers must embrace a new measurement standard — unified measurement — that will measure marketing's entire value and identify the best ways to optimize customer interactions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data and ideas.

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Table of Contents

  • A Shifting Landscape Demands More Powerful Measurement Tools
  • Unify Measurement Approaches For Holistic Marketing Insights
  • Recommendations

  • Jump-Start Your Unified Measurement Strategy
  • What It Means

  • Unified Measurement Will Help Brands Deliver Quality Experiences
  • Supplemental Material
  • Related Research Documents

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