Maximize Media ROI With A Customer-Centric Approach

March 15th, 2016

Susan Bidel

Richard Joyce

With contributors:

Stephanie Liu , Luca Paderni , Samantha Merlivat , Kara Hartig

Summary

Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution, measurement, and technology. This report details Ford Motor and Team Detroit's road map to reach an ever-increasing level of digital media buying maturity. B2C marketing professionals can use the findings in this report to define their own road map and progressively reach the same. This is an update to a previously published report. Forrester reviews and revises its reports periodically for continued relevance and accuracy.

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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.