Best Practice Report

Measurement Within the Campaign Framework: Program Families

January 1st, 2018
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Ross Graber , Amy Bills , Renee Irion

Summary

The Forrester Campaign Framework provides an architecture that enables marketing leaders to plan and measure their campaigns at five levels. The first level is focused on the overall performance of the campaign and uses impact-oriented metrics that express achievement of revenue and other strategic performance objectives. The second level of measurement is focused on the performance of the program families: Reputation, demand, engagement, and enablement. In this report we identify the primary measurements to assess each of the program families in the Forrester Campaign Framework.

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