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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 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 Chart Your Course To Marketing Measurement Maturity

  Roadmap: The Marketing Measurement And Insights Playbook

  December 1, 2020 | Tina Moffett, David Novitzky

  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...

• Report Evaluate Your Marketing Performance Measurement Maturity

  Assessment: The Marketing Measurement And Insights Playbook

  November 17, 2020 | Tina Moffett, David Novitzky

  In order to measure the impact of marketing and media campaigns on key business metrics, B2C marketers must build a new approach to marketing performance measurement that includes data and...

• Blog With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy

  August 19, 2020 | Tina Moffett

  B2C marketers’ most pressing top-of-mind issue is how data deprecation will impact targeting, measurement, personalization, and digital media buying. Data deprecation restricts tracking and...

• 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...

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  Webinar Retail This Week, Part 7

  June 26, 2020 | Fiona Swerdlow, Tina Moffett, Shar VanBoskirk

  Join Forrester VP and research director Fiona Swerdlow for the next episode of the "Retail This Week" webinar series, in which she recaps key developments and new insights in retail news and...

• 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,...

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  Webinar How The COVID-19 Pandemic Will Stun Marketing Plans, Budgets, And Priorities

  June 1, 2020 | Tina Moffett, Shar VanBoskirk

  The world turned upside down for all of us in March 2020. And with COVID-19 still spreading, shutdowns expanding, unemployment rocketing, business spending contracting, and consumers staying at...

• 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...

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  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...

• Blog Put Your Customer First When Building Your Pandemic-Proof Marketing Strategy

  March 26, 2020 | Tina Moffett

  The COVID-19 pandemic is having detrimental effects on businesses and economies around the world. State governments are ordering nonessential businesses to close. Bars and restaurants are limiting...

• Report Synergize Marketing Measurement Tools To Optimize Brand Strategy

  March 2, 2020 | Rusty Warner, Tina Moffett, Stephanie Liu

  The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer...

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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...

• Blog Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

  February 5, 2020 | Tina Moffett

  (coauthored with David Novitzky) Marketers use a wealth of consumer data for digital media buying, audience insights, targeting, measurement, and personalization. Unfortunately, this data...

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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...

• Blog Use Our Latest Forrester Wave™ To Pick The Best Vendors For Marketing Measurement And Optimization

  January 21, 2020 | Tina Moffett

  Happy New Year! And what a great way to start the year: with the new publication of “The Forrester Wave: Marketing Measurement And Optimization Solutions, Q1 2020.” Jim Nail, Joe...

• 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 The Future Of Marketing Insights

  Advanced Level: Insights Practices For Marketing Innovation

  December 24, 2019 | Tina Moffett

  Customer-obsessed companies use data and insights to alter business and marketing decisions. CMOs are taking this a step further by embracing data, knowledge, and organizational trends to elevate...

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  Webinar Predictions 2020: B2C Marketing

  November 20, 2019 | Tina Moffett, Sarah Dawson

  Unpredictable economic times, a slow decline in consumer confidence, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2019, we expected...

• Blog Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations

  October 29, 2019 | Tina Moffett

  As we close the second decade of the 21st century, data and privacy regulation, a pending US election, and economic uncertainty will force marketers to rethink their strategies for managing risk...