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For B2C Marketing Professionals

The Digital Media Buying Maturity Framework

December 22, 2015

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

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Why Read This Report

Marketing leaders fall into four stages of digital media buying maturity, based on their firms' strength across culture, organization, planning and execution, customer data management, measurement, and technology. This chapter of the digital media buying playbook provides a self-assessment tool to understand your maturity. Take the assessment and share these insights with your colleagues and partners to level-set and take the next steps to embrace the power of programmatic buying through data and technology. This is a new edition of a previously published report; we have updated examples and added data from Forrester's North American Consumer Technographics Online Benchmark Survey (Part 1), 2015.

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Table of Contents

  • Digital Media Buying Must Evolve With Changing Consumer Behavior
  • Introducing Forrester's Updated Digital Media Buying Maturity Model
  • RECOMMENDATIONS

  • Commit To Moving Your Digital Media Buying Toward Greater Maturity
  • Supplemental Material
  • Related Research Documents

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