Measurement Is A Digital Media Buyer's Best Friend

Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement that infuences media buying decisions in near-real time. In the world of the always addressable customer — where savvy, always connected consumers increasingly expect the right message in the right place at the right time in the marketing they experience — sound, sophisticated measurement of every interaction is a business imperative. Tis report of the digital media buying playbook outlines the four key pillars of digital marketing measurement maturity and describes the primary stages of this maturity. It provides a self-assessment diagnostic and practical advice on how to move from one stage to the next. Tis is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. As part of this update, we surveyed 10 leading data management platforms (DMPs) to determine how far cross-platform data ingestion and identifcation have progressed in the 18 months since we published the Forrester Wave™ evaluating DMPs

Bidel Susan; Joyce Richard
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