当前营销测量和优化状况报告（英文）

A Forrester Consulting Thought Leadership Paper Commissioned By Marketing EvolutionSeptember 2018The Current State Of Marketing Measurement And Optimization How And Why Organizations Are Re-Evaluating Their Marketing Measurement To Achieve Business GoalsTable Of ContentsExecutive SummaryIn A Post-Digital World, Marketers Need Timely, Accurate, And Granular DataMarketers Have Made Progress On Data Initiatives, But They Must Make More Person-Level Data Can Help Propel Marketing And Business Priorities ForwardKey RecommendationsAppendix12 3 8 1314ABOUT FORRESTER CONSULTINGForrester Consulting 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, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. © 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®, Forrester 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 forrester.com. [1-163Y12J] Project Directors: Nick Phelps, Senior Market Impact Consultant, and Sophia Christakis, Market Impact ConsultantContributing Research: Forrester’s B2C Marketing research group1 | The Current State Of Marketing Measurement And OptimizationExecutive SummaryMarketers must evolve their attitude away from passively reviewing post-campaign reports toward actively analyzing results for the purpose of guiding future plans. And the stakes will only continue to rise in the age of the customer, as empowered customers develop an expectation of seamless, real-time, and relevant brand experiences and content across all touchpoints.1In Spring 2018, Marketing Evolution commissioned Forrester Consulting to evaluate the state of person-level data adoption among marketers. Forrester conducted an online survey with 200 respondents and conducted five interviews with decision-makers in marketing, advertising, and customer insight roles at US organizations to explore this topic. We found that organizations understand they must master customer data at the person-level, yet challenges, including disconnected marketing measurement and optimization approaches, are holding many firms back from realizing the chief benefits of person-level data.KEY FINDINGS › Customer obsession must drive strategy and be driven by customer data. Organizations are focused on business objectives like growing revenue and addressing rising customer expectations, as well as on marketing objectives like increasing brand influence and reach and driving more efficient