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For B2C Marketing Professionals

Marketers: Stop Using Vanity Metrics To Value Your Marketing

January 11, 2018

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Why Read This Brief

B2C marketers have a glut of metrics to help them determine marketing effectiveness. But more metrics don't necessarily mean better insights. Marketers must let go of vanity-based metrics — such as shares, likes, click-through rates, and impressions — and embrace metrics that clearly link marketing success to business value. This report identifies the top metrics you should stop measuring now and introduces a group of metrics that prove the value of marketing. This is an update of a previously published report. Forrester reviews and updates reports periodically for continued relevance and accuracy. This version includes textual and graphics updates and the inclusion of the customer life cycle.

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