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For B2C Marketing Professionals

The Financial Payback For Marketing Measurement

Business Case: The Marketing Measurement And Insights Playbook

December 23, 2016

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This is the Business Case report in The Marketing Measurement And Insights Playbook For 2017.

Why Read This Report

Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts, embrace this technique, but they often find it difficult to persuade management to make what can be a significant upfront investment. This report helps B2C marketers build the business case for UMIA by benchmarking the ROI it provides and outlining the costs, benefits, and risks involved in ensuring a successful implementation. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We updated this edition with more recent data.

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Table of Contents

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

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

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