A Roadmap for Marketing Measurement: Execution

January 1st, 2018

Summary

Our three-phase roadmap guides marketing measurement projects from goal setting through execution and evolution. Deep insight into availability, quality and meaning of data must be attained before measurement can be refined and built into reports. Communication and stepwise launch planning increase the likelihood that measurement will be understood, accepted and utilized.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.