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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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

    Tools And Technology: The Enterprise Marketing Technology Playbook

    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 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 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 Privacy Concerns Cripple Attribution Measurement

    Changes Force Marketers To Pivot On How They Assess Google Advertising Effectiveness
    October 10, 2018 | Tina Moffett

    The marketing ecosystem is responding to increasing concerns about data ethics and privacy with tighter controls on data sharing. The impact on marketing performance measurement is severe,...

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