Best Practice Report

How To Evaluate Marketing Technology Performance

Ensure Your Martech Measures Up With A Three Dimensional Approach

May 21st, 2020
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Srividya Sridharan , Mike Proulx , Stephanie Liu , Cole Walsh , Christine Turley

Summary

B2C marketing is dependent on technology capabilities, making it imperative to measure marketing technology’s (martech’s) performance. A strong measurement program allows firms to effectively align resources, manage suppliers, 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 marketing technology management.

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