Best Practice Report

Building The Brand Measurement Framework: Selecting Data Elements

January 7th, 2020


Measuring brand’s contribution to an organization’s marketing campaigns is a significant challenge for most B2B companies. Brand and communications leaders must establish a clear measurement framework for articulating their objectives and aligning the organization on shared goals. Building tracking indexes allows brand leaders to show how they influence revenue performance. The Brand Measurement Framework is a best-in-class approach to assessing brand health that uses a series of tracking indexes to measure B2B brand effectiveness for marketing campaigns. In this report, we discuss the steps required to implement the Brand Measurement Framework, including how to select data elements to construct tracking indexes.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.