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For B2C Marketing Professionals

Marketers: Stop Using Vanity Metrics To Value Your Marketing

Performance Management: The Marketing Measurement And Insights Playbook

January 11, 2018

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This is the Performance Management report in The Marketing Measurement And Insights Playbook For 2019.

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, part of the marketing measurement and insights playbook, 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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