Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester outlines key measurement processes CI pros must embrace to evaluate the performance of marketing efforts. These processes will help CI pros support B2C marketing leaders' measurement needs across all marketing and media efforts. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new measurement ideas.
How can CI professionals support B2C marketing leaders' measurement needs across all marketing and media efforts, according to Forrester's report?
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