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For B2C Marketing Professionals

Evaluate Your Marketing Performance Measurement Maturity

Assessment: The Marketing Measurement And Insights Playbook

September 14, 2018

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Why Read This Report

Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed channel results and brand effectiveness surveys to apply statistical analytics to marketing data. They must build a new approach involving new skills and collaboration with other functions. This self-assessment helps B2C marketers identify gaps in the essential competencies and activities needed to support an advanced marketing measurement practice. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have revised the competencies, scoring model, and maturity levels.

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Table of Contents

  • Five Competencies For A Modern Marketing Measurement Model
  • Evaluate Your Performance Measurement Maturity Level
  • Recommendations

  • Prepare For A Lengthy Measurement Journey
  • Supplemental Material
  • Related Research Documents

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