Summary
Firms are eager to develop a more advanced marketing performance measurement approach as the next step in optimizing marketing budgets. B2C marketers must coordinate measurement goals and responsibilities as well as clarify tasks that deliver cross-channel marketing messages, strategies, and measurement. In this report, Forrester outlines the resources' responsibilities, using a RASCI chart, to help B2C marketers accurately measure cross-channel strategies. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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