A Roadmap for Marketing Measurement

January 1st, 2018

Summary

Consistent, trustworthy measurement is the basis for marketing to justify investment and prove its contribution to the business. Effective marketing measurement starts with defining what must be measured, how to measure and communicate changes, and coaching requirements. Use our three-phase model to develop a roadmap for the successful deployment and ongoing delivery of marketing measurement.

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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.