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For B2C Marketing Professionals

Marketing's Data-Driven Future Demands Unified Measurement

Vision: The Marketing Measurement And Insights Playbook

January 26, 2017

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Why Read This Report

Today's increasingly complex media environment means once reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing tactics with a customer action. B2C marketers must embrace a new measurement standard — unified marketing impact analytics (UMIA) — that will measure marketing's entire value and identify the best ways to optimize customer interactions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data and ideas.

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Table of Contents

  • Today's Measurement Practices Fail To Support Customer Obsession
  • Build On Existing Measurement Approaches To Create A UMIA
  • Jump-Start Your Unified Measurement Strategy
  • What It Means

  • UMIA Will Help Brands Shift Toward Delivering Quality Experiences
  • Supplemental Material
  • Related Research Documents

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