Elevate Your Approach To Cross-Channel Campaign Measurement
The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and reporting on campaign performance are trickier. Why? Customer insights (CI) pros often struggle to relate channel-specific metrics to high-level business outcomes, relate planning and measurement data, and identify the relevant results within an overwhelming number of eye-glazing reports. This report of the enterprise marketing technology playbook provides a framework for CI pros to define their key performance indicators (KPIs), build a measurement plan, and embed reporting within a performance management strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.