Measuring Event Performance Inside The Forrester Campaign Measurement Framework

When designing marketing measurement, marketers frequently question how events relate to the hierarchy of campaign, program family, program, and tactic. Should a large event that spans all customer and prospect types be thought of as its own campaign? Would a small in-person event or webinar be considered a tactic, or is it better treated as a program grouped with its pre-event promotion and post-event follow-up tactics? In this report, we help marketers understand how best to apply the measurement concepts of the Forrester Campaign Measurement Framework to their events depending on the key business questions they are seeking to answer.