Summary
Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more modern planning approach than the front-loaded planning process that determines marketing strategies months in advance. To keep pace with changing conditions, B2C marketers must migrate to an agile planning process that allows them to quickly shift marketing strategies. This report outlines the guardrails needed for this flexible marketing planning process. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).