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For B2C Marketing Professionals

The Financial Payback For Marketing Measurement

Business Case: The Marketing Measurement And Insights Playbook

August 28, 2020

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This is the Business Case report in The Marketing Measurement And Insights Playbook For 2021.

Why Read This Report

As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a modern marketing mix. While a unified measurement approach best answers this need, marketers often find it difficult to persuade management to invest in one. This report provides guidance on the costs, benefits, and risks of investing, using Forrester's Total Economic Impact™ (TEI) framework to help marketers build their own business case. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We updated this edition to incorporate Forrester's TEI framework and new data.

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Table of Contents

  • Marketers Need A Quantitative Approach To Optimize The Marketing Mix
  • Improved ROI Establishes The Business Case For Advanced Analytics
  • Recommendations

  • Demonstrate Value, And Design Your Model To Meet Your Firm's Needs
  • Supplemental Material
  • Related Research Documents

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