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The Marketing Measurement And Insights Playbook For 2020

Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward proactively analyzing results and optimizing future marketing plans. To make...

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  • Report Measure These Six Things To Improve Revenue Performance

    August 30, 2018 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the...

  • 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 Case Study: The UK's Channel 4 Decodes Customer Engagement

    How To Measure Engagement To Drive Business Results
    November 20, 2009 | Julie M. Katz

    Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK,...

  • Report Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

    Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion
    November 10, 2009 | Reineke Reitsma

    Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They...

  • Report The Practicalities Of European Social Media Marketing

    How European Marketers Should Use Social Media To Reach Consumers
    June 10, 2009 | Rebecca Jennings

    As European marketers look to ramp up their social media spend, a few innovators are providing some best practices for how to use social media for a variety of objectives. A number of key learnings...

  • Report 2009 European Interactive Marketing Predictions

    Interactive Channels Will Produce Upsides In A Down Economy
    February 9, 2009 | Rebecca Jennings

    2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online...

  • Report The State Of eBusiness Metrics In Financial Services

    Executives Know What They Don't Know, But They Don't Know What To Do About It
    June 11, 2008 | Brad Strothkamp

    Forrester recently surveyed 24 current financial services professionals who are members of our eBusiness, Channel And Product Management Research Panel to get a sense of how they measure the...

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