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  • Report Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement
    April 18, 2019 | Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...

  • Report Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust
    April 2, 2019 | Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, 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...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

  • Report Predictions 2019: Media

    Five Events Will Reshape The Media Industry
    November 7, 2018 | Collin Colburn, Susan Bidel, Joanna O'Connell

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Report Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook
    September 17, 2018 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Omnichannel Advertising Playbook
    April 5, 2018 | Mary Pilecki, Arleen Chien, Susan Bidel

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...