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  • Marketing Measurement
  • James L. McQuivey

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The Marketing Measurement And Insights Playbook For 2018

Cross-Channel Attribution Puts The Science In Marketing Measurement

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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  • Report Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook
    June 27, 2017 | Dipanjan Chatterjee, James L. McQuivey, Gina Fleming

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied...

  • Report The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising...

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