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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 Everyone Uses Social Media; Few Know If It Works

    October 11, 2018 | Jessica Liu, Melissa Parrish

    Social media is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C...

  • Report Benchmark Your Social Marketing Efforts

    February 17, 2016 | Erna Alfred Liousas

    This report details avid marketers' current and planned social media usage across 11 social networks, and their satisfaction with 10 social tactics. B2C marketers should use this benchmark report...

  • Webinar The Right Way To Measure Social Marketing

    September 29, 2015 | Nate Elliott

    Measurement remains social marketers' No. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than helping it. This Webinar explains the...

  • Report Brief: Stop Measuring Social Engagement

    Measure Facebook And Twitter Marketing Based On Business Outcomes Rather Than Audience Interactions
    December 10, 2014 | Nate Elliott

    Measuring social marketing is hard, and tracking engagement data doesn't make that task any easier. In fact, even Facebook itself now admits that engagement doesn't prove success. Marketing leaders...

  • Report Lessons From The 2013 Forrester Groundswell Awards

    March 27, 2014 | Zachary Reiss-Davis

    Outstanding marketers at both B2C and B2B companies took a variety of approaches in Forrester's 2013 Groundswell Awards, and each of them demonstrated strong and measurable business results. Use...

  • Report Benchmark B2B Social Marketing Efforts

    January 13, 2014 | Kim Celestre

    B2B marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives. What they don't know is whether their adoption of social tactics is consistent...

  • Report The Facebook Factor

    Quantifying The Impact Of A Facebook Fan On Brand Interactions
    April 9, 2012 | Gina Fleming

    Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

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