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  • Marketing Measurement

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  • 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

    Business Case: The Customer Loyalty Playbook
    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...

  • For CMO Professionals

    Report

    Report B2B Firms Must Focus On Brand Equity To Drive Value

    Benchmarks: The Brand Experience Playbook
    January 6, 2017 | Dipanjan Chatterjee

    Business-to-business (B2B) CMOs are just as invested in bettering their brands as business-to-consumer (B2C) CMOs. Like their consumer-focused counterparts, they want to build, measure, and manage...

  • For B2C Marketing Professionals

    Report

    Report Positive Email Attitudes Continue

    Landscape: The Email Marketing Playbook
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • For B2B Marketing Professionals

    Report

    Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    December 29, 2016 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

  • For B2C Marketing Professionals

    Report

    Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    December 23, 2016 | Jim Nail

    Unified marketing impact analytics (UMIA) promises to apportion credit to all marketing activities. Marketers, under pressure to be more accountable for the financial returns of their efforts,...

  • For B2C Marketing Professionals

    Report

    Report Context In Email Marketing Pays Off

    Performance Management: The Email Marketing Playbook
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we...

  • For B2C Marketing Professionals

    Report

    Report The Hidden Power Of Mobile

    Link Mobile And Offline To Advance Your Marketing Strategy
    November 29, 2016 | Thomas Husson

    Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer...

  • For B2C Marketing Professionals

    Report

    Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    November 10, 2016 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

  • For B2C Marketing Professionals

    Report

    Report Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook
    November 8, 2016 | Tina Moffett

    Firms are eager to develop a unified marketing impact analytics (UMIA) approach as the next step in optimizing marketing budgets. But how do they manage the process? This report helps B2C marketing...

  • For B2C Marketing Professionals

    Report

    Report Brief: Drive Programmatic Action With Multitouch Attribution Data

    Executing Smarter Digital Media Buys
    October 26, 2016 | Richard Joyce

    The increasingly complex digital media environment has made understanding the success of even trackable campaigns difficult for marketers. As a result, B2C marketers often rely on single points of...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

    Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue
    October 18, 2016 | Allison Snow

    Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B...

  • For B2C Marketing Professionals

    Report

    Report The State Of Marketing Measurement, 2016

    Benchmarks: The Marketing Measurement And Insights Playbook
    October 11, 2016 | Jim Nail

    While marketing measurement has long been a murky discipline, B2C marketers have become much more mature in recent years. In this report, we take a dive deep into a survey of customers using...

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