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The Marketing Measurement And Insights Playbook For 2021

Embrace A Unified Marketing Measurement Standard

Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

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  • Report Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

    Continuous Improvement: The Brand Experience Playbook
    December 15, 2020 | Dipanjan Chatterjee

    Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the...

  • Report The Future Of The Empowered Consumer In The US

    The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose
    December 15, 2020 | Anjali Lai

    People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer surveys to measure the drivers and...

  • Report The Business Case For Marketing Innovation

    Why Investing In Marketing Innovation Will Grow Your Business
    February 11, 2020 | Shar VanBoskirk

    Business leaders expect marketing to deliver revenue growth, improved customer experiences, and innovative products and services — and all at lower costs. Yet most marketing teams still work with...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    November 22, 2019 | Caroline Robertson, Brigitte Majewski

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

  • Report Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation
    September 13, 2019 | Mary Pilecki

    Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common...

  • Report Research Round-Up: Data For Marketing

    August 26, 2019 | Mary Pilecki, Stephanie Liu

    Marketing has been a story of eras: from the mass marketing era to direct marketing to digital marketing and, now, data-driven marketing. But applying data to improve marketing is easier said than...