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The Marketing Measurement And Insights Playbook For 2019

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 Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    November 21, 2017 | 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...

  • Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

    November 17, 2017 | Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

  • Report Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook
    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 Exercise Complete Control To Maximize Media ROI

    October 27, 2017 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these...

  • Report Mobile-First Is Not Enough

    Benchmark Your Mobile Marketing Approach
    October 10, 2017 | Thomas Husson

    Over the past few years, "mobile first" has become the new marketing imperative. However, few B2C marketers are good at executing this concept. More importantly, focusing solely on mobile-first...

  • Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • 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 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...

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