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  • Marketing Measurement

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  • For B2B Marketing Professionals

    Report

    Report Metrics That Matter In Account-Based Marketing

    Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM
    August 9, 2017 | Allison Snow

    B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account...

  • For B2C Marketing Professionals

    Report

    Report Breakout Vendors: Marketing Measurement And Optimization Solutions

    Tools And Technology: The Marketing Measurement And Insights Playbook
    August 7, 2017 | Tina Moffett

    Marketing measurement and optimization solutions help B2C marketers analyze complex marketing initiatives and plan future marketing investments. Using advanced measurement, marketers can choose...

  • For B2C Marketing Professionals

    Report

    Report Consumer Data: Beyond First And Third Party

    Decoding The Value Of Four Consumer Data Types
    July 3, 2017 | Fatemeh Khatibloo

    Consumer data used to be pretty simple. There was first-party data you collected in the course of doing business, and there was third-party data from brokers and aggregators. But that was before...

  • For CMO Professionals

    Report

    Report Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    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...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers
    June 14, 2017 | Allison Snow, Laura Ramos

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Marketing Measurement And Optimization Solutions

    Landscape: The Marketing Measurement And Insights Playbook
    June 12, 2017 | Jim Nail

    More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends drawing marketers away from measuring channel performance to quantifying business...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Social Media Management Solutions, Q2 2017

    The 10 Leading Vendors Supporting Enterprise Social Marketing
    June 12, 2017 | Erna Alfred Liousas, Jessica Liu

    In our 32-criteria evaluation of social media management solution providers, we identified the 10 most significant ones — Facelift, Hootsuite, Lithium Technologies, Oracle, Percolate, Salesforce,...

  • For B2C Marketing Professionals

    Report

    Report The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    June 1, 2017 | Emily Collins, Reggie Lau

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

  • For B2C Marketing Professionals

    Report

    Report Collaborate With Finance To Prove Marketing's Business Value

    Align Goals To Ensure Marketing Continues To Contribute To The Bottom Line
    May 17, 2017 | Tina Moffett

    Competition, consumer choice, and innovation force firms to scrutinize key financial metrics to meet revenue goals and keep up with market demand. B2C marketers are now more accountable and must...

  • For Customer Insights Professionals

    Report

    Report Combine Digital Measurements For Intelligent Engagement

    Performance Management: The Digital Intelligence Playbook
    May 3, 2017 | Cinny Little, James McCormick

    Customer insights (CI) professionals have a wealth of data resources and technology at their disposal to measure digital customer interactions. But many programs still fail to capture a complete...

  • For CMO Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    April 13, 2017 | Rusty Warner, Shaheen Parks

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

  • For B2C Marketing Professionals

    Report

    Report Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook
    March 31, 2017 | Tina Moffett

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key business metrics. To ensure that they can do this successfully, B2C...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Document
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast report quantifies these problems and shows how we expect them to...

  • For B2C Marketing Professionals

    Report

    Report Embrace The New Marketing Performance Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook
    March 21, 2017 | Jim Nail, Tina Moffett

    As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace...

  • For B2B Marketing Professionals

    Report

    Report Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

    Continuous Improvement: The B2B Marketing Playbook
    February 24, 2017 | Allison Snow

    The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue to...

  • For B2C Marketing Professionals

    Report

    Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    February 22, 2017 | 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...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics Marketing Survey, 2016: Overview

    A Business Technographics Presentation
    February 10, 2017 | Tyler McDaniel

    This report is our overview of marketers’ priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the...

  • For B2C Marketing Professionals

    Report

    Report Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook
    January 31, 2017 | Tina Moffett

    B2C marketers struggle with measurement because of the influx of data caused by constant customer connectivity. As a result, marketers fall back on elementary last-touch measurement approaches....

  • For B2C Marketing Professionals

    Report

    Report Marketing's Data-Driven Future Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    January 26, 2017 | Jim Nail, Tina Moffett

    Today's increasingly complex media environment means once reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

  • For B2C Marketing Professionals

    Report

    Report Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Performance Management: The Customer Loyalty Playbook
    January 25, 2017 | Emily Collins

    Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics...

  • For B2C Marketing Professionals

    Report

    Report Measure Marketing Engagement Right Or Not At All

    What You Think Is Valuable Engagement For Your Brand May Not Really Be That Valuable
    January 19, 2017 | Tina Moffett, Samantha Merlivat

    B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this...

  • For Application Development & Delivery Professionals

    Report

    Report Rethink Metrics To Gain DX Traction

    Performance Management: The Digital Experience Delivery Playbook
    January 13, 2017 | Mark Grannan, Danielle Geoffroy

    Traditional, centralized application development and delivery (AD&D) teams often measure only two things: time and budget. Without the right metrics, AD&D doesn't have clarity about digital...

  • For B2C Marketing Professionals

    Report

    Report Five Keys To Unlock Additional Funding For Customer Loyalty

    January 11, 2017 | Emily Collins

    Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a...

  • For B2C Marketing Professionals

    Report

    Report How To Measure Social Programs

    Performance Management: The Social Marketing Playbook
    January 9, 2017 | Melissa Parrish, Samantha Ngo

    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...

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