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For B2C Marketing Professionals

Marketing Measurement Morphs Into Insight-Driven Marketing

Executive Overview: The Marketing Measurement And Insights Playbook

December 18, 2020

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Why Read This Playbook

Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do this, B2C marketers must elevate their unified marketing measurement approach to a system of insight (SOI). This playbook demonstrates how marketers can advance their maturity in order to strengthen planning with data-enabled predictions and shift to a continuous optimization process. This is an update of a report previously published under the title "Embrace A Unified Marketing Measurement Standard"; Forrester reviews and updates it periodically for continued relevance and accuracy.

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