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  • Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

    Tools And Technology: The Marketing Measurement And Insights Playbook
    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 The Forrester Wave™: Data Management Platforms, Q2 2019

    The Seven Providers That Matter Most And How They Stack Up
    June 13, 2019 | Tina Moffett, Arleen Chien

    In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and...

  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

  • Report Artificial Intelligence Transforms Marketing Performance Measurement

    Continuous Improvement: The Marketing Measurement And Insights Playbook
    November 2, 2018 | Tina Moffett

    Artificial Intelligence (AI) promises to make marketing faster, more targeted, and less manual. No process is better positioned to benefit from AI than the data-laden, time intensive work of...

  • 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,...

  • Report Case Study: Advanced Measurement Transforms Marketing

    Learn How Measurement Leaders ANZ Bank And The Estée Lauder Companies Drive Higher Returns On Marketing Investment
    August 16, 2018 | Tina Moffett, Stephanie Liu

    Understanding marketing effectiveness is getting harder. Consumers interact using online, offline, and mobile touchpoints — and archaic, last-touch measurement can't capture the effectiveness of...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...