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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 Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response
    March 21, 2011 | Shar VanBoskirk

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

  • Report Who Still Loves Ads?

    Use Ad Affirmers To Drive Sales And Brand Awareness
    November 7, 2008 | Shar VanBoskirk

    Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not...

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