Best Practice Report

Measurement Within the Campaign Framework: Program Families

January 1st, 2018

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.

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.