Marketing Evolution：2018营销测量和优化的现状报告（英文版）(17页).pdf

1、A Forrester Consulting Thought Leadership Paper Commissioned By Marketing Evolution September 2018 The Current State Of Marketing Measurement And Optimization How And Why Organizations Are Re-Evaluating Their Marketing Measurement To Achieve Business Goals Table Of Contents Executive Summary In A Po

2、st-Digital World, Marketers Need Timely, Accurate, And Granular Data Marketers Have Made Progress On Data Initiatives, But They Must Make More Person-Level Data Can Help Propel Marketing And Business Priorities Forward Key Recommendations Appendix 1 2 3 8 13 14 ABOUT FORRESTER CONSULTING Forrester C

3、onsulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forresters Consulting services connect you directly with research analysts who apply expert insight to your specif

4、ic business challenges. For more information, visit 2018, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forr

5、ester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to . 1-163Y12J Project Directors: Nick Phelps, Senior Market Impact Consultant, and Sophia Christa

6、kis, Market Impact Consultant Contributing Research: Forresters B2C Marketing research group 1 | The Current State Of Marketing Measurement And Optimization Executive Summary Marketers must evolve their attitude away from passively reviewing post-campaign reports toward actively analyzing results fo