Organize For Marketing Measurement

Firms are eager to develop a fully integrated marketing performance measurement strategy as the next step in optimizing marketing budgets and plans. But how do they manage the process? This report helps customer insights (CI) professionals plan and coordinate activities across roles and clarify responsibilities for those tasks that will deliver the most accurate cross-channel marketing performance measurement. It discusses two different approaches to stakeholder mapping, key stakeholder roles, details of key tasks, and two responsibility assignment matrices. It also includes a downloadable spreadsheet-based grid that you can customize for your business. It helps CI pros ensure a streamlined and consistent approach to measuring cross-channel strategies by leveraging the most appropriate enterprise resources for each relevant task. This report is an updated report; Forrester reviews and updates it periodically for continued relevance and accuracy. This update shows CI pros how to build the organizational support needed to optimize their marketing performance measurement.