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For B2C Marketing Professionals

How To Justify Interactive Marketing Investments

A Forrester Success Imperative Primer

July 11, 2008

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  • By Christine Spivey Overby
  • with Charles Rutstein,
  • Sarah Glass

Why Read This Report

It takes logic and emotion to sell digital campaigns to your boss. Smart interactive marketers do so by constructing a rich business case of both numbers and success stories. In this document, Forrester details how to justify interactive marketing investments using a collection of resources: strategic frameworks, case studies, ROI models, benchmarking tools, business case templates, and metrics.

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