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The Marketing Measurement And Insights Playbook For 2019

Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

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  • Webinar Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

    Tuesday, July 30, 2019, 1:00 p.m.-1:40 p.m. Eastern time (18:00-18:40 GMT) | Tina Moffett

    B2C marketers know long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...

  • Webinar Chart Your Course To Marketing Measurement Maturity

    July 9, 2019 | Tina Moffett, Jim Nail

    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 The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    April 18, 2019 | Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for...

  • Forum Consumer Marketing 2019

    Beyond The Direct-To-Consumer Revolution
    April 2, 2019 | New York City | Jim Nail, Anjali Lai, Melissa Parrish

    Direct-to-consumer (DTC) brands have captured consumers’ admiration and loyalty … but most have an unsustainable economic model. Traditional brands are optimized to deliver financial...

  • Webinar How To Measure Social Marketing Programs

    February 27, 2019 | Jessica Liu

    B2C marketers want to count something — anything — to quantify the value of their social marketing programs. But 52% of marketers Forrester surveyed state that they have...

  • Webinar Define And Measure Emotion For More Effective Customer Engagement

    February 5, 2019 | Jim Nail

    Emotions are essential to marketing, experience, and loyalty but have eluded the rigorous quantification and measurement that now apply to engagement, conversion, and sales effects of marketing....

  • 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 The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report How To Measure Social Programs

    December 12, 2018 | Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • 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 The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

    The Seven Providers That Matter Most And How They Stack Up
    October 23, 2018 | Xiaofeng Wang

    In our 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions,...

  • Report Everyone Uses Social Media; Few Know If It Works

    Benchmarks: The Social Marketing Playbook
    October 11, 2018 | Jessica Liu, Melissa Parrish

    Social media is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C...

  • 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 Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook
    September 17, 2018 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...

  • 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 Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | 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 Now Tech: Marketing Measurement And Optimization In Asia Pacific, Q3 2018

    Forrester's Overview Of 12 Marketing Measurement And Optimization Solution Providers
    July 11, 2018 | Xiaofeng Wang

    Marketers use marketing measurement and optimization solutions to guide data-driven strategy, enable predictive planning, and capture cross-channel insights. But to access these benefits, you'll...

  • Webinar Select The Right Measurement Vendors Using The Forrester Wave™

    May 23, 2018 | Jim Nail, Tina Moffett

    Data-driven marketing builds a fact-based marketing strategy so marketers can engage customers with contextually relevant messages. Marketers need to wrangle the messy interactions across journeys...