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  • Marketing Mix Modeling

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  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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    Outdated Measurement Tools And KPIs Leave Advertisers In The Dark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...

  • For B2C Marketing Professionals

    Report

    Report Create An Omnichannel Digital Media Buying Practice For Entitled Customers

    Executive Overview: The Digital Media Buying Playbook
    December 14, 2017 | Joanna O'Connell

    B2C marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and technology that make omnichannel advertising easier and...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Digital Marketing Tracker, Q3 2017

    ForecastView Document
    December 11, 2017 | Brandon Verblow

    Forrester's Digital Marketing Tracker provides marketers and media professionals with a quarterly update of online advertising revenue trends globally. The tracker captures revenue and user data...

  • For B2C Marketing Professionals

    Report

    Report 2017 To 2021: US Online Display Advertising's Great Reckoning

    Landscape: The Digital Media Buying Playbook
    November 28, 2017 | Samantha Merlivat

    According to Forrester's most recent forecasts, spending on online display advertising and social media advertising in the US will grow by nearly 70% between 2017 and 2021, largely due to the rapid...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

    Business Case: The Content Marketing Playbook
    November 17, 2017 | Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

  • For B2C Marketing Professionals

    Report

    Report Marketers Tap Publisher Data To Drive Success

    Insights Inform And Inspire Marketer Messaging And Media Selections
    November 16, 2017 | Susan Bidel

    Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their...

  • For B2C Marketing Professionals

    Report

    Report Digital Advertising Under GDPR Hinges On Data Management

    Road Map: The Customer Trust And Privacy Playbook
    November 15, 2017 | Samantha Merlivat, Enza Iannopollo

    The General Data Protection Regulation (GDPR) and the anticipated update of the ePrivacy Directive will change how marketers and advertisers operate in the European Union (EU). The new regulations...

  • For B2C Marketing Professionals

    Report

    Report Forrester Readiness Index: Digital Marketing, 2017

    ForecastView Document
    November 6, 2017 | Brandon Verblow, Sanjeev Kumar

    The Forrester Readiness Index (FRI) provides digital marketers and marketing vendors with a simple, reliable instrument to quickly make sense of a variety of market signals to aid in determining...

  • For B2C Marketing Professionals

    Report

    Report Deliver Valuable Media And Customer Experiences With Valuable Content

    Vision: The Content Marketing Playbook
    November 3, 2017 | Ryan Skinner

    Today's customers have never had richer options when it comes to accessing media and information from anywhere, on a variety of devices. But with great power comes great ability to avoid unwanted...

  • For B2C Marketing Professionals

    Report

    Report Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 27, 2017 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these...

  • For B2C Marketing Professionals

    Report

    Report The State Of Programmatic Digital Media Buying, 2017

    Benchmarks: The Digital Media Buying Playbook
    October 25, 2017 | Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2...

  • For B2B Marketing Professionals

    Report

    Report A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video
    October 20, 2017 | Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal...

  • For B2C Marketing Professionals

    Report

    Report Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook
    October 17, 2017 | Susan Bidel, Samantha Merlivat

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of...

  • For B2C Marketing Professionals

    Report

    Report Build An Empowered Digital Media Buying Team

    Organization: The Digital Media Buying Playbook
    October 16, 2017 | Samantha Merlivat

    Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

  • For B2C Marketing Professionals

    Report

    Report Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook
    October 6, 2017 | Susan Bidel, Samantha Merlivat, Michelle Bishop

    Advertising technologies (adtech) promise to improve media performance, make customer data more actionable, and boost efficiency. This report helps B2C marketing pros make a convincing business...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Omnichannel Media Buying Is Programmatic

    Vision: The Digital Media Buying Playbook
    October 6, 2017 | Susan Bidel, Samantha Merlivat

    Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic approaches to make data-driven media buying decisions....

  • For B2C Marketing Professionals

    Report

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    September 28, 2017 | Samantha Merlivat, Susan Bidel, Richard Joyce

    This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...

  • For B2C Marketing Professionals

    Report

    Report Marketers Clear The Path To Omnichannel Buying

    Continuous Improvement: The Digital Media Buying Playbook
    September 27, 2017 | Samantha Merlivat

    Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying. But before they can move on to these greener pastures, they must...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Creative Advertising Technologies, Q3 2017

    Technology That Makes Brand Experiences Smarter, Faster, And More Relevant
    September 27, 2017 | Susan Bidel, Richard Joyce

    The evolution of digital media buying has changed the way that marketers think about creative development. Data and creative advertising technology (adtech) have empowered marketers to embrace a...

  • For B2C Marketing Professionals

    Report

    Report Apple Raises The Bar For Marketers

    What Marketers Need To Know About The New iPhone X And iOS 11
    September 22, 2017 | Thomas Husson

    Ten years ago, Apple not only disrupted the smartphone market, it completely changed the rules in many industries including marketing and advertising. With its latest iPhone X and iOS 11, Apple...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Digital Marketing Tracker, Q2 2017

    ForecastView Document
    September 15, 2017 | Brandon Verblow

    Forrester Data is introducing its Digital Marketing Tracker to give marketers and media professionals a quarterly update of online advertising revenue trends globally. The tracker captures revenue...

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