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For B2C Marketing Professionals

Exercise Complete Control To Maximize Media ROI

October 27, 2017

Primary author headshot


  • By Susan Bidel
  • with Melissa Parrish,
  • Richard Joyce,
  • Wei-ming Egelman,
  • Christian Splaine,
  • Christine Turley

Why Read This Report

Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these immature and inadequate legacy systems and processes hamper your company. Wipe the slate clean and start anew using this case study as inspiration and instruction on how to build a high-performing and highly accountable digital marketing practice for today and tomorrow. This is an update of a previously published report; Forrester periodically reviews and updates the report for accuracy and continued relevance.

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Table of Contents

  • Digital Media Buying Requires Clear Goals, Requirements, And Plans
  • Recommendations

  • Learn, Iterate, And Learn Again
  • Supplemental Material
  • Related Research Documents