Trends Report

Marketing Measurement Morphs Into Insight-Driven Marketing

Executive Overview: The Marketing Measurement And Insights Playbook

October 4th, 2021
With contributors:
Emily Collins , Jim Nail , Lexie Lawhon , Christine Turley

Summary

Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do this, B2C marketers must elevate their unified marketing measurement approach to a system of insight (SOI). This playbook demonstrates how marketers can advance their maturity in order to strengthen planning with data-enabled predictions and shift to a continuous optimization process.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.