Forrester-当前营销测量和优化状况报告（英文）-2018.9-17页_406kb

The Current State Of Marketing Measurement And Optimization Summary

Core Content

This document, authored by Forrester Consulting and commissioned by Marketing Evolution, explores the evolving landscape of marketing measurement and optimization in the post-digital era. It highlights the increasing importance of person-level data in helping organizations better understand and serve their customers, and the need for a unified marketing measurement approach to align with modern business and customer expectations.

Main Points

1. Marketers Need Timely, Accurate, and Granular Data

• Customer Empowerment: In the age of the customer, businesses must provide seamless, real-time, and relevant brand experiences across all touchpoints.
• Data-Driven Decisions: Marketers need to shift from passively reviewing post-campaign reports to actively analyzing data to guide future strategies.
• Personalization Beyond Traditional Models: Modern marketers must deliver personalized and contextual experiences in the exact moment of customer need, at scale.

2. Marketers Have Made Progress, But More Is Needed

• Current Data Initiatives: Over 70% of marketers have implemented or expanded efforts to enhance customer data with external sources, create repositories, and invest in self-service data systems.
• Disconnected Tools: 71% of respondents are using disconnected measurement tools, either tactical or strategic, which hinders the ability to optimize marketing effectiveness.
• Maturity Gaps: Fewer than one third of marketers meet the standards of a mature marketing measurement practice, indicating a need for improvement.

3. Unified Marketing Measurement Is Key

• Definition: Unified marketing measurement is a blend of statistical techniques that assign business value to marketing mix elements at both strategic and tactical levels.
• Benefits of Unified Tools:
  • Provide a holistic view of marketing impact.
  • Support agility by offering real-time data and tactical insight.
  • Offer future-focused guidance through predictive models and scenario planning.

4. Six Competencies for Measurement Maturity

Forrester outlines six key competencies that companies must develop to achieve measurement maturity:

• Culture: Promote customer-centric philosophies and decisions.
• Governance: Use measurement insights to align and shape business and customer experience strategies.
• Organization and Resources: Ensure internal and external support for effective measurement execution.
• Technology and Data: Implement modern, self-service infrastructure for managing and measuring data.
• Measurement: Use advanced models to measure leading, diagnostic, and outcome-focused metrics.
• Optimization and Activation: Leverage predictive models to inform marketing budgets, media planning, and strategy.

5. Person-Level Data Adoption

• Adoption Trends: 42% of decision-makers in the study use a person-level data approach, while 99% of non-users express interest in adopting it.
• Benefits of Person-Level Data:
  • Improve customer KPIs such as lifetime value, cross-selling, and loyalty.
  • Enable faster decision-making.
  • Elevate the prominence of the marketing function.
• Future Outlook: 84% of respondents agree that person-level data will become business-critical within five years.

6. Challenges to Person-Level Data Adoption

• Data Integration: The most frequently cited barrier to adopting person-level data.
• Automation Needs: Organizations must adopt automation to manage the complexity of person-level data.
• Privacy and Media Quality: Concerns around customer data privacy, wasted media spending, data quality, and ad fraud/viewability are heightened by the need for person-level data.

7. Marketing Will Lead the Person-Level Data Charge

• Marketing Ownership: Marketers are most likely to lead person-level data strategies due to their deep understanding of customer data.
• Ripple Effect: Person-level data benefits extend beyond marketing, influencing areas such as client service, sales, product management, and finance.
• Industry Trends: 88% of respondents expect person-level data to become a core part of business strategy in the next five years.

8. Partners Can Help Accelerate Adoption

• Current Partner Use: 60% of respondents are already working with external partners for data or analytics support.
• Partner Requirements: Partners should support a unified marketing measurement approach, including scenario planning, dashboards, and models that account for non-marketing factors.
• Commoditization: Many marketing measurement solutions have become commoditized, making it easier for organizations to adopt.

Key Recommendations

1. Assess Readiness: Evaluate your firm’s readiness to adopt a person-level data strategy, considering more than just technology — it requires a transformation in how the company operates.
2. Chart the Path: Develop a vision for how person-level data can benefit your firm, identifying the specific data, skills, and partners needed.
3. Align Partners: Review current partners for gaps in skills and readiness to support a person-level data strategy, and be prepared to evolve or replace them if necessary.
4. Build Skills: Develop fluency across channels, data, and analytics to become a future leader in marketing. Encourage cross-functional collaboration and hands-on experience.

Appendix

• Methodology: A survey of 200 US professionals with responsibility or influence over marketing, advertising, or customer insight strategy was conducted in March–April 2018, supplemented by five qualitative interviews.
• Demographics: The study includes data on respondents’ countries and industries, though the full dataset is not detailed in the provided text.