Aligned Measurement Process Deep Dive: Discovery Stage

Good marketing measurement enables organizations to understand the effectiveness of marketing efforts, refine execution, make better use of resources and demonstrate the worth of the function to the business. Almost anything can be measured, but the resources required to develop measurement are finite — as is the attention of stakeholders. Organizations cannot afford to spend time measuring everything, but instead must prioritize measurement efforts by isolating what’s most important. We have developed the Forrester Aligned Measurement Process Model to guide how organizations identify, prioritize, execute and manage measurement initiatives to make the greatest impact. The discovery stage of the Aligned Measurement Process Model outlines the steps necessary to understand measurement requirements. This report offers a deep dive into the discovery stage.