Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns against key metrics. To ensure that they can do this successfully, B2C marketers can assess their measurement savviness across five core components: governance, organization and resources, technology and data, measurement, and optimization and activation. After completing this self-assessment, B2C marketers can use the results to craft a road map to address any gaps in their measurement and insights practice.
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This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have added more recent data as supporting information.