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For B2C Marketing Professionals

The Financial Payback For Marketing Measurement

Business Case: The Marketing Measurement And Insights Playbook

November 22, 2017


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This is the Business Case report in The Marketing Measurement And Insights Playbook For 2018.

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 unified marketing impact analytics (UMIA) answers this need, marketers often find it difficult to persuade management to make what can be a significant investment. This report provides guidance on the costs, benefits, and risks 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 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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