Best Practice Report

Marketing Measurement Initiatives: Defining The Types

January 1st, 2018

Summary

Effective measurement is a requirement for monitoring performance and driving improvement. For B2B marketers, however, the word “measurement,” unless it’s accompanied by a detailed explanation, provides few clues about what needs to be accomplished or how. Measurement initiatives come in a variety of forms, each with distinct purposes and characteristics. When marketers lack the vocabulary to define the type of measurement initiative they need, they end up with unclear and misaligned expectations that undermine the entire effort. In this report, we define the most common types of marketing-led measurement initiatives and their characteristics.

Want to read the full report?

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.