Monitoring Measurement Effectiveness

January 1st, 2018

Summary

Ambitious B2B marketing and reporting initiatives often are planned, developed, and launched — only to be neglected before long and discontinued without achieving a lasting impact. Measurement teams can avoid this vicious cycle by focusing on the evolution phase of the Aligned Measurement Process Model, in which post-launch monitoring of measurement effectiveness takes place. In this report, we use the Forrester Metrics Spectrum as a guide to identify three categories of metrics for monitoring measurement effectiveness: utilization, user satisfaction, and decision adoption.

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