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  • Marketing ROI

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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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  • Report Model The ROI Of B2B Marketing Technology Investments

    September 23, 2019 | Lori Wizdo, Rusty Warner

    B2B marketing technologies promise to grow revenue, streamline marketing operations, and deliver a better customer experience, but B2B marketers often struggle to justify investing in them. Using...

  • Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    July 31, 2019 | Rusty Warner, Benjamin Brown

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

  • 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...

  • Report Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Marketing Playbook
    February 21, 2018 | Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...

  • Report Overcome Top Enterprise Marketing Technology Challenges In Asia Pacific

    Start By Aligning Your EMT Strategy Across Business Functions
    January 3, 2018 | Xiaofeng Wang

    Marketers in Asia Pacific (AP) invest in enterprise marketing technology (EMT) to better understand and engage empowered customers. However, many struggle to break down data, technology, and...

  • Report Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey
    December 27, 2017 | Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned...

  • Report Metrics That Matter For B2B Marketers

    Focus On Measuring Business Outcomes, Not Program Outputs
    November 16, 2017 | Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers...

  • Report Exercise Complete Control To Maximize Media ROI

    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...