Trends Report

Fuel High-Performance Marketing With Modern Measurement Mechanics

August 10th, 2015
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Samantha Ngo , Olivia French , Matthew Izzi

Summary

Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester outlines key measurement processes CI pros must embrace to evaluate the performance of marketing efforts. These processes will help CI pros support B2C marketing leaders' measurement needs across all marketing and media efforts. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new measurement ideas.

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