Refining Marketing Measurement

January 1st, 2018

Summary

Refine — the final stage of the Aligned Measurement Process — addresses the need for ongoing management of the measurement roadmap. Key activities during this stage include enriching data and adjusting supporting business processes. Use a punch list to clearly address remaining tasks, and update the reporting roadmap to reflect longer-term priority shifts.

Marketing measurement is an absorbing, sometimes frustrating challenge. Implementing a measurement initiative usually requires a great deal of fine-tuning, which begins with the completion of the initial scope of work. In the report “The Aligned Measurement Process Model,” we describe a methodical, seven-stage approach for building B2B measurements. In this report, we describe the activities that are conducted during the final stage of the Aligned Measurement Process Model to support the ongoing refinement of reporting deliverables.

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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.