Skip to main content

Save or Share this Report

For B2C Marketing Professionals

Marketing Measurement Morphs Into Insight-Driven Marketing

Executive Overview: The Marketing Measurement And Insights Playbook

December 18, 2020

Primary author headshot

Authors

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.

Get Access

You can read this complimentary report by registering with Forrester.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Already A Client?

Log in to read this document.

Recommended Research