Model Overview Report

Introducing The Forrester B2C Marketing Measurement And Optimization Process

Use This Process To Demonstrate How Marketing Drives Business Value

August 2nd, 2021
With contributors:
Emily Collins , Lexie Lawhon , Christine Turley


A well-defined marketing measurement and optimization process ensures marketing execution accuracy and builds confidence in marketing performance metrics and recommendations. The Forrester B2C Marketing Measurement And Optimization Process outlines in five steps the competencies needed for a consistent marketing efficacy standard. B2C marketers should adopt this process as they plan and deploy marketing measurement initiatives. B2C marketers can use this process to define the marketing measurement objective and scope, select the right data and technology to calculate metrics of success, and optimize marketing measurement results across their marketing plans.

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