Summary
Technology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven, analytical approach requires B2C marketers to nurture new resources, skills, and processes. B2C marketers who have taken Forrester's marketing measurement maturity assessment should read this report to craft a plan that will guide them from their current state to more advanced levels of maturity. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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