The Forrester Data Articulation Model

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.