Model Overview Report

Use The Measurement Process To Demonstrate Business Value

A Deep Dive Into The Forrester B2C Marketing Measurement And Optimization Process

August 2nd, 2021
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Jim Nail, null
Jim Nail
With contributors:
Emily Collins , Lexie Lawhon , Christine Turley

Summary

Continually changing consumer expectations, advertising and marketing technology ecosystems, and data availability disrupt marketers’ ability to measure marketing efficacy. Enter The Forrester B2C Marketing Measurement And Optimization Process, a five-phase approach that outlines the competencies needed for a reliable marketing efficacy standard. This report provides additional detail about each phase of the B2C Marketing Measurement And Optimization Process and how to implement the phases at your organization.

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