Summary
As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on investment (ROI) performance, they feel ill equipped for this task, as they are overwhelmed with abundant and inconsistent data. To wrap their arms around ROI success, business-to-consumer (B2C) marketing leaders must focus on three levels of measurement: 1) corporate output metrics that prove marketing value; 2) efficiency metrics that optimize the marketing budget; and 3) brand health metrics that build a resilient brand.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).