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The Marketing Measurement And Insights Playbook For 2018

Cross-Channel Attribution Puts The Science In Marketing Measurement

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 Build Capabilities For Measurement Success

    Strategic Plan: The Marketing Measurement And Insights Playbook
    September 8, 2017 | Tina Moffett

    Measurement continually challenges B2C marketers because constant customer connectivity generates myriad paths to purchase. As a result, marketers fall back on elementary last-touch measurement...

  • 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...

  • Report Breakout Vendors: Marketing Measurement And Optimization Solutions

    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...

  • 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...

  • Report Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook
    June 27, 2017 | Dipanjan Chatterjee, James L. McQuivey, Gina Fleming

    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...

  • 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...

  • 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...

  • 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,...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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 data by...

  • 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...

  • Report Rethink Metrics To Gain DX Traction

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

    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...

  • 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...

  • Report How To Measure Social Programs

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

    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...

  • 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...

  • Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    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...

  • Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • 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...

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