Search Results

• Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

  Vision: The Marketing Measurement And Insights Playbook

  January 5, 2021 | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

• Report Marketing Measurement Morphs Into Insight-Driven Marketing

  Executive Overview: The Marketing Measurement And Insights Playbook

  December 18, 2020 | Tina Moffett

  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...

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

• Report The 2020 COVID-19 Crisis Will Stun US Marketing

  CMOs: Apply An Adaptive Approach To Manage The Downturn

  May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

  The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

• Report Three Requirements Every CPG Marketer Needs To Select A Marketing Measurement Vendor

  May 6, 2020 | Tina Moffett

  The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with...

• 

  Webinar The Future Of DMPs In A Cookieless World

  April 9, 2020 | Tina Moffett

  Data management platforms (DMPs) help advertisers analyze, create, and syndicate audiences through media buying platforms by connecting the advertiser's first-party data with third-party cookie...

• 

  Webinar The Future Of The Third-Party Cookie

  Implications Of Third-Party Cookie Deprecation For Consumer Privacy And The Advertising Technology Ecosystem

  February 24, 2020 | Fatemeh Khatibloo, Stephanie Liu, Tina Moffett

  With Chrome, Firefox, and Safari taking active measures to limit or block third-party cookies, what’s in store for B2C marketers? This roundtable discussion examines the future of the...

• Report Customer-Obsessed Marketing Demands Unified Measurement

  January 16, 2020 | Tina Moffett, Jim Nail

  Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

• Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020

  Tools And Technology: The Marketing Measurement And Insights Playbook

  January 16, 2020 | Jim Nail, Tina Moffett, Joe Stanhope

  In our 27-criteria evaluation of marketing measurement and optimization vendors, we identified the nine most significant ones — Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA, IRI, Marketing...

• Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

  Forrester's Overview Of 37 Marketing Measurement And Optimization Solution Providers

  September 25, 2019 | Tina Moffett, Jim Nail

  You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...

• Report Derive Earned Media's True Value

  July 2, 2019 | Collin Colburn, Jessica Liu, Tina Moffett

  Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...

• Report The Forrester Wave™: Data Management Platforms, Q2 2019

  The Seven Providers That Matter Most And How They Stack Up

  June 13, 2019 | Tina Moffett, Arleen Chien

  In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...