How To Report

The Forrester B2C Marketing Technology Assessment: Adoption Spectrum

How To Focus On Business Value To Determine Martech User Adoption

March 14th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Jana Gül , Demi Starks

Summary

B2C marketing organizations typically focus on driving tool usage with an activity-based definition that measures whether and how often end users log in to the tools or enter data. While the number of logins is a tangible usage indicator, it’s not evidence of usefulness or meaningful adoption. The focus must change to promoting end-user adoption that recognizes and leverages the value that can be gained from technology investments. In this report, we apply Forrester’s technology adoption spectrum to B2C martech investments and describe the five stages in the journey to end-user adoption.

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