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For B2C Marketing Professionals

Measurement Is A Digital Media Buyer's Best Friend

January 26, 2015

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This is the Performance Management report in The Digital Media Buying Playbook For 2016.


Why Read This Report

Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement that influences media buying decisions in near-real time. In the world of the always addressable customer — where savvy, always connected consumers increasingly expect the right message in the right place at the right time in the marketing they experience — sound, sophisticated measurement of every interaction is a business imperative. This report of the digital media buying playbook outlines the four key pillars of digital marketing measurement maturity and describes the primary stages of this maturity. It provides a self-assessment diagnostic and practical advice on how to move from one stage to the next. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. As part of this update, we surveyed 10 leading data management platforms (DMPs) to determine how far cross-platform data ingestion and identification have progressed in the 18 months since we published the Forrester Wave™ evaluating DMPs.

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Tools And Templates

Best Practice Assessments

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  • Determine Your Level Of Measurement Maturity

Table of Contents

  • Measurement Is Universally Valued, But There's Room For Improvement
  • Inadequate Vendor Support Is No Longer An Excuse
  • Increasing Measurement Maturity Must Be Iterative And Ongoing

  • Define Success And Create A Road Map To Measurement Maturity
  • Supplemental Material

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