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• Webinar Marketing Measurement: Better ROI Today, Deeper Insight Tomorrow

  Tuesday, February 9, 2021, 1:00 p.m.-1:40 p.m. Eastern time (18:00-18:40 GMT) | 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 Now Tech: B2B Marketing Data Providers, Q1 2021

  Forrester's Overview Of 36 B2B Marketing Data Providers

  January 11, 2021 | Steven Casey

  You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

• 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...

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  Webinar Vast, Fast, And Relentless: Consumers And The Future Of Buying

  October 22, 2020 | Sucharita Kodali, Anjali Lai

  The ways in which consumers buy products and services have been in a constant state of change over the past decade, and there are no signs of it slowing down. To survive, B2C firms must constantly...

• Report The Financial Payback For Marketing Measurement

  Business Case: The Marketing Measurement And Insights Playbook

  August 28, 2020 | Jim Nail

  As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

• Report Forrester Infographic: Unified Marketing Measurement Accelerates

  May 13, 2020 | Jim Nail

  Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing...

• 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...

• Report Unlocking The Power Of Partner Ecosystems Demands Powerful Measurement

  Build A Holistic Set Of Metrics And KPIs That Accurately Reflect Channel Effectiveness

  March 17, 2020 | Jay McBain

  Today's increasingly complex channel environment means once-reliable partner performance measurements such as revenue tiers, profit contribution, certifications, and customer satisfaction surveys...

• Report The ROI Of Loyalty Programs

  Business Case: The Customer Loyalty Playbook

  March 5, 2020 | Emily Collins, Reggie Lau

  Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for...

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  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 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...

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  Webinar Select The Right Marketing Measurement Vendor Using The Forrester Wave™

  January 29, 2020 | Tina Moffett, Jim Nail

  Data-driven marketing builds a fact-based marketing strategy. Marketers need the right measurement vendor to wrangle the messy interactions across journeys and use solutions to enable data-driven...

• Report Spend On Marketing Performance Measurement Doubles By 2024

  Landscape: The Marketing Measurement And Insights Playbook

  January 23, 2020 | Jim Nail

  Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Against a background of firms embracing...

• 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 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 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...

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  Webinar Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

  July 30, 2019 | Tina Moffett

  B2C marketers know long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...

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  Webinar Chart Your Course To Marketing Measurement Maturity

  July 9, 2019 | Tina Moffett, Jim Nail

  Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...

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  Webinar How To Measure Social Marketing Programs

  February 27, 2019 | Jessica Liu

  B2C marketers want to count something — anything — to quantify the value of their social marketing programs. But 52% of marketers Forrester surveyed state that they have...

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  Webinar Define And Measure Emotion For More Effective Customer Engagement

  February 5, 2019 | Jim Nail

  Emotions are essential to marketing, experience, and loyalty but have eluded the rigorous quantification and measurement that now apply to engagement, conversion, and sales effects of marketing....