Pave the Path to Marketing Success: Forrester + Origami Logic

Learn how to plan and successfully deploy a marketing measurement initiative

Marketing faces a two-fold measurement challenge today: increasing demands to quantify the ROI of every dollar spent and a more complex array of media, channels, and touchpoints that influence consumers. This demanding situation requires sophisticated tools, a broad collection of skills, and a comprehensive approach to deliver accurate answers.

Guest Forrester principal analyst Jim Nail discusses results of recent research into best practices in marketing measurement. In addition, viewers will learn:

  • What does it take to build a comprehensive measurement strategy today?

  • Whom should marketing recruit as partners in implementing this strategy?

  • What role should marketing play in leading a measurement project?
  • How can other functions contribute to success?

  • How can marketing leaders ensure the learning from their measurement programs will result in improved marketing performance?
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