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  • Marketing Measurement
  • James McQuivey, PhD

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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 Emotions Fuel Your Brand Energy

    Forrester's Framework For Building Brand
    November 19, 2018 | Dipanjan Chatterjee, James McQuivey, PhD, Juan Salazar

    Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. Forrester has applied its...

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