marketing measurement & optimization
Legacy marketing tactics and metrics are no longer a sound basis for planning future efforts. What’s needed is an agile approach that allows for adjustments as the market shifts. Read our insights and best practices for marketing measurement & optimization.
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Insights
Blog
Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents. Nonetheless, challenger brands have tried to take share. Orbitz, whose soda looked like a potable lava lamp, lasted less than a year. Jolt Cola packed a punch […]
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How Nationwide Building Society Upgraded Its Marketing Mix Model
Learn how a new marketing operations team made marketing mix modeling a well-oiled machine in this case study overview.
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Mastering The Digital Seas: A Guide To E-Commerce Precision
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.
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Deciphering The Data Clean Room Landscape
The data clean room market is a bit of an anomaly: It’s both an established and emerging market.
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B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
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Measure Creator Marketing Partnerships With A Composite Set Of Metrics
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations.
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Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
Harness The Power Of A NEW Customer-Centric Revenue Framework
Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.
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Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.
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Leaders Face Five Challenges When It Comes To Event Measurement
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]
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The Funnel Is Old, Unrealistic, And Still Helpful
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
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B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Capture & Prove Marketing’s True Value Beyond Sourcing Metrics
Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.
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For Measuring Your Personalization Programs, The Number Of The Day Is … Three!
“Hey, Count von Count, how do I know if my personalization strategy is working?” It’s difficult for companies to assess because they often measure myopically at the individual point of interaction. But personalization tactics are numerous and diverse across a company, requiring a holistic approach to measurement for a complete view of personalization efforts. Source: […]
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Google Announces Meridian, A Marketing Mix Modeling Tool
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
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CMOs Need A Measurement Strategy That Connects To Business Outcomes
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
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What Should Performance Marketers Actually Do?
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
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According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Learn How (And Why) Reltio Left MQLs Behind
Reltio did it, and so can you! Watch our webinar to learn how Reltio transformed its revenue strategy in just 60 days with a shift from MQLs to buying groups.
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Who Capitalized On A Super Opportunity To Win More Consumers?
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
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What Ninth-Grade Biology Has In Common With Optimizing B2B Content
Apply scientific experimentation to achieve the best B2B content personalization results.
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Global Martech Spending Will Reach $148 Billion In 2024
Marketing technology (martech) is the engine that powers marketing strategies. It encompasses tools and solutions to execute, automate, and optimize marketing efforts. Investment in martech has become a priority in recent years as companies seek to engage with their customers more effectively and improve marketing performance. In our first Global Martech Software Forecast, 2023 To […]
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