Forrester: The Current State of Marketing Measurement & Optimization

The Current State of Marketing Measurement & Optimization

How & Why Organizations are Re-Evaluating Their Marketing Measurement to Achieve Business Goals

Forrester Consulting conducted an online survey of 200 respondents with decision makers in marketing, advertising, and customer insight roles to evaluate the state of person-level data adoption among marketers – the foundation of real-time, relevant brand experiences, on behalf of Marketing Evolution.

In this study, we explore the imminent challenges of achieving and implementing person-level data, as well as the disconnected approaches to marketing measurement and optimization that hold many firms back from transforming their marketing analytics and efficiency. By reading this, you will learn: 

  • Why marketers need timely, accurate, and granular data
  • Why marketers must make more progress on data initiatives
  • How person level data can propel marketing and business priorities forward

Download our study today to get a better understanding of why brands must master customer data at the person-level.

Download our study today.

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About Marketing Evolution

Forward-looking brands rely on Marketing Evolution to deliver accurate person-level unified marketing measurement across both online and offline channels to maximize their media spend, creative rotation, brand impact, and, ultimately, their marketing ROI.