Model Overview Report

Introducing The Forrester Campaign Measurement Framework

July 19th, 2023
With contributors:
Cristina De Martini , Matthew Selheimer , Aidan Doyle , Shayna Neuburg


Integrated campaigns are able to show meaningful returns because they align business objectives with marketing activity. Campaign leaders must evaluate the overall performance of their campaigns while considering how combinations of tactics, programs, and program families contribute to the overall result. In this report, we introduce the Forrester Campaign Measurement Framework, a hierarchical method for structuring the measurement of campaigns and demonstrating summary, program family, program, and tactic performance.

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