Best Practice Report

The Forrester Data Articulation Model

January 1st, 2018
Julian Archer, null
Julian Archer


The Forrester Data Articulation Model allows organizations to classify the data required for a given process. Data can be characterized as profile data, activity data, or derived data, with different levels of granularity assigned. Use the Data Articulation Model to define specific data needs and make it easier to determine where to source missing and incomplete data.

Every B2B marketing process requires data to optimize its performance, but without adequate articulation, it is difficult for marketing organizations to know what data is needed and where gaps exist. In the third phase of The Forrester Data Strategy Implementation Process, organizations capture the voice of internal customers to understand their data needs. In this report, we introduce the Forrester Data Articulation Model, which helps organizations categorize captured data and determine how to source and enrich it.

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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.