Trends Report

Measurement Is A Digital Media Buyer's Best Friend

August 31st, 2016
Susan Bidel, null
Susan Bidel
Richard Joyce, null
Richard Joyce
With contributors:
Melissa Parrish , Wei-ming Egelman


In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of every interaction is a business imperative. This report outlines the four key pillars of digital marketing measurement maturity and describes the primary stages of this maturity. It provides an overview of data management capabilities, a self-assessment diagnostic, and practical advice on how to move from one stage to the next. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. As part of this update, we surveyed 12 leading data management platforms (DMPs) to determine how far cross-platform data ingestion and identification have progressed in the eight months since we published the Forrester Wave™ evaluating DMPs.

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