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For B2C Marketing Professionals

How To Evaluate Marketing Technology Performance

Performance Management: The Enterprise Marketing Technology Playbook

May 21, 2020

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This is the Performance Management report in The Enterprise Marketing Technology Playbook For 2021.

Why Read This Report

B2C marketing is dependent on technology, making it imperative to measure marketing technology's (martech's) performance. A strong measurement program allows firms to effectively align resources, manage vendors, and justify ongoing investment in martech. But many B2C marketers perform limited technology performance measurement today; this report outlines a complete approach to measuring all aspects of technology management.

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Table of Contents

  • B2C Marketers Are In The Dark When It Comes To Martech Performance
  • SaaS Presents An Opportunity To Rethink Martech Performance
  • Evaluate Martech Performance Across Three Dimensions
  • Recommendations

  • Ensure Future Martech Success By Measuring Performance Today
  • Supplemental Material
  • Related Research Documents

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