Search Results
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Report The Financial Payback For Marketing Measurement
Business Case: The Marketing Measurement And Insights Playbook
December 10, 2019 | Jim Nail, Michelle BishopAs marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...
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Report Embrace A Unified Marketing Measurement Standard
Executive Overview: The Marketing Measurement And Insights Playbook
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 Predictions 2020: B2C Marketing
Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies
Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...
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Report Predictions 2020: Media
Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020
2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...
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Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019
Tools And Technology: The Marketing Measurement And Insights Playbook
You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...
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Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019
The 13 Providers That Matter Most And How They Stack Up
In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...
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Report Chart Your Course To Marketing Measurement Maturity
Road Map: The Marketing Measurement And Insights Playbook
Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...
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Report Evaluate Your Marketing Performance Measurement Maturity
Assessment: The Marketing Measurement And Insights Playbook
May 15, 2019 | Jim NailEnterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed...
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Report Sales Guarantees Creep Into TV Ad Buying
Don't Assume Proving Sales Is The Holy Grail Of TV Measurement
April 18, 2019 | Jim Nail, Arleen ChienWith the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...
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Report Changing Expectations Fuel Direct-To-Consumer Disruption
Consumers Redefine Convenience, Quality, And Trust
A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...
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Report Harness Marketing's Most Powerful Tool: Emotion
New Techniques Reveal Consumers' Real Decision Process
February 14, 2019 | Jim NailEmotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and...
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Report Adopt Agile Marketing Planning Processes
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...
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Report Build Capabilities For Measurement Success
December 7, 2018 | Jim NailTechnology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven,...
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Report Predictions 2019: B2C Marketing
Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles
Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...
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Report Predictions 2019: Media
Five Events Will Reshape The Media Industry
The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...
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Report Spend On Marketing Performance Measurement Doubles By 2023
September 17, 2018 | Jim NailMarketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...
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Report Brands Forget The Rules Of Modern Marketing When Crisis Hits
Manage Risk And Reputation With A Customer-Obsessed Approach
Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with...
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Report Customer-Obsessed Marketing Demands Unified Measurement
Vision: The Marketing Measurement And Insights Playbook
Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...
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Report The Digital Transformation Of Video Advertising Arrives
Addressable And Advanced TV Buying Hits The Inflection Point
May 16, 2018 | Jim NailTelevision advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of...
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Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018
The Eight Providers That Matter Most And How They Stack Up
In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar...
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Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018
April 5, 2018 | Mary Pilecki, Arleen Chien, Susan BidelAdvertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...
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Report Master The Mechanics Of Marketing Measurement
Two Measurement Mainstay Approaches That Will Guarantee Better Insights
Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market...
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Report The Marketing Measurement Action Gap
December 21, 2017 | Jim NailMarketing measurement has long been a challenging discipline. But an elite segment of B2C marketers has embraced marketing measurement and optimization technologies to dramatically improve their...