Marketers Must Focus On The KPIs That Count

February 9th, 2018

Susan Bidel

With contributors:

Melissa Parrish , Christian Splaine , David Novitzky , Christine Turley

Summary

For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed, and advertiser goals have evolved as a result. Today, an omnichannel strategy, the only way for marketers to reach and message their customers and prospects, requires a new set of metrics. B2C marketers should read this report to learn what KPIs count in this omnichannel media world.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.