Measurement Is A Digital Media Buyer's Best Friend
January 26, 2015
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
- 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
Brief: Use Mobile Gaming Analytics To Improve Your Digital Marketing
March 24, 2016 | Gene Cao
Advance Through The Stages Of Mobile Maturity
March 23, 2016 | Jennifer Wise
Brief: Demystifying Real-Time Interaction Management
February 20, 2015 | Rusty Warner