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The Marketing Measurement And Insights Playbook For 2018

Cross-Channel Attribution Puts The Science In Marketing Measurement

As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace...

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  • Report Master The Fundamentals Of Marketing Measurement

    Prioritize The Right Measures To Market Effectively In Asia
    April 25, 2018 | Xiaofeng Wang

    Marketers in Asia have an urgent need to meet the increasing demands of empowered consumers and address the rising pressure to drive growth. Relying on old measurement tactics will not suffice;...

  • Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook
    April 16, 2018 | Jim Nail, Tina Moffett

    In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar...

  • Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    April 6, 2018 | Rusty Warner, Benjamin Brown

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

  • Report Right Your Privacy Ship Before It Capsizes

    Benchmarks: The Customer Trust And Privacy Playbook
    April 5, 2018 | Fatemeh Khatibloo, Stephanie Liu

    B2C marketers have gotten overzealous in their quest for hyperpersonalization with their collection and use of consumers' data, and now it's costing them their customers' trust. After years of...

  • Report Assessing Your Marketing Performance Management Maturity

    Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool
    March 5, 2018 | Allison Snow

    B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their...

  • Report Get Emotion Right In Your Brand's Digital Marketing

    Start With Mobile, Chatbots, And Conversational Interfaces
    March 5, 2018 | Thomas Husson

    Marketers need to rethink how their brand conveys emotion beyond the confines of TV advertising. Mobile touchpoints like messaging apps and conversational interfaces, such as intelligent agents and...

  • Report Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation
    February 22, 2018 | 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 Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    February 22, 2018 | Melissa Parrish, Caroline Robertson

    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 Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Playbook
    February 21, 2018 | Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...

  • Report Marketers Must Focus On The KPIs That Count

    Performance Management: The Digital Media Buying Playbook
    February 9, 2018 | Susan Bidel

    For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed,...

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

    Continuous Improvement: The Brand Experience Playbook
    January 24, 2018 | 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 Marketers: Stop Using Vanity Metrics To Value Your Marketing

    Performance Management: The Marketing Measurement And Insights Playbook
    January 11, 2018 | Tina Moffett

    B2C marketers have a glut of metrics to help them determine marketing effectiveness. But more metrics don't necessarily mean better insights. Marketers must let go of vanity-based metrics — such as...

  • Report Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook
    January 4, 2018 | Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you...

  • Report Overcome Top Enterprise Marketing Technology Challenges In Asia Pacific

    Start By Aligning Your EMT Strategy Across Business Functions
    January 3, 2018 | Xiaofeng Wang

    Marketers in Asia Pacific (AP) invest in enterprise marketing technology (EMT) to better understand and engage empowered customers. However, many struggle to break down data, technology, and...

  • Report Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook
    January 2, 2018 | Ryan Skinner, Erna Alfred Liousas

    How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity...

  • Report Pave The Path To Marketing Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    January 2, 2018 | Jim Nail, Tina Moffett

    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 Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey
    December 27, 2017 | Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned...

  • Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    December 22, 2017 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...

  • Report Master The Mechanics Of Marketing Measurement

    Two Measurement Mainstay Approaches That Will Guarantee Better Insights
    December 21, 2017 | Tina Moffett, Jim Nail

    Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market...

  • Report The Marketing Measurement Action Gap

    Benchmarks: The Marketing Measurement And Insights Playbook
    December 21, 2017 | Jim Nail

    Marketing measurement has long been a challenging discipline. But an elite segment of B2C marketers has embraced marketing measurement and optimization technologies to dramatically improve their...

  • Report Measure These Six Things To Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook
    December 20, 2017 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the...

  • Report The State Of Mobile Advertising: Context And Measurement Wanted

    Outdated Measurement Tools And KPIs Leave Advertisers In The Dark
    December 19, 2017 | Samantha Merlivat

    Forrester partnered with the Mobile Marketing Association (MMA) to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands' advertising...

  • Report Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook
    December 7, 2017 | Lori Wizdo

    Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    November 22, 2017 | Jim Nail, Michelle Bishop

    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 Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    November 21, 2017 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

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