How To Report

Measurement Principles For B2B Marketing Data Management

Reporting And Visualization To Drive Value From Your Data Strategy

February 25th, 2022
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributors:
Cristina De Martini , Julian Archer , Tyler Orleans , Kate Pierpont

Summary

Teams that are tasked with maintaining a B2B organization’s operational marketing data must be able to successfully measure results and manage performance. The metrics used to accomplish this measurement must reflect the current state of marketing data, the relevant management activities that were conducted, and the resulting improvements in data value. In this report, we apply the principles of the Forrester Metrics Spectrum to help operational teams better communicate their data management story as well as provide practical advice for building data management performance reporting.

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