Summary
Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market tests are a proven and relatively simple approach, but marketers must be more rigorous in their execution. Alternatively, they can apply more sophisticated analytical approaches, but must correct deficiencies in their analytical knowledge and experience. This report outlines foundational marketing measurement approaches and when to use them.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).