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For B2C Marketing Professionals

Pave The Path To Marketing Measurement Success

Road Map: The Marketing Measurement And Insights Playbook

January 2, 2018

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Why Read This Report

Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business decisions. Marketers must have a clear marketing analytics road map, aligning the right business objectives with the right analytical approach. This report, as part of the marketing measurement and insights playbook, provides the road map to help plan and successfully deploy a measurement initiative. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This version includes expanded content and updated figures.

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Table of Contents

  • Marketing Measurement Needs A Strong Foundation And Road Map
  • Five Steps To Successful Marketing Measurement
  • Recommendations

  • Take A Phased Approach To Build Confidence And Prove Value
  • Supplemental Material
  • Related Research Documents

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