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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