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
Jim Nail
With contributors:
Emily Collins , Lexie Lawhon , Christine Turley


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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