As a company defining a rapidly evolving category, we’re constantly talking to analysts to both get them up to speed on what we’re doing from a product and service perspective at Beckon, but also to keep a finger on the pulse of our customers and prospective customers. If you’re a Forrester client trying to navigate the vendor landscape or better understand how to think about your marketing data strategy, I wanted to share two recent reports that might help.
On the B2B side, Allison Snow recently published a Marketing Performance Management (MPM) report that highlights the various types of marketing data management and intelligence solutions. Defining MPM as, “a discipline that governs goal setting, monitoring, and continuous optimization of marketing’s contribution to revenue and other priority business goals,” the report looks at the landscape of service providers that can help with B2B MPM strategy and execution. Beckon and its marketing scorecards are highlighted as a way to uncover meaningful, actionable insights so that marketers and the businesses that they serve can make better decisions.
For B2C marketers who are looking for help on which of the many marketing metrics can help them determine marketing effectiveness, Tina Moffett’s report explains that more metrics don’t necessarily mean better insights. She urges marketers to let go of vanity-based metrics—such as shares, likes, click-through rates, and impressions—and embrace metrics that clearly link marketing success to business value. In combination with Beckon’s insight working with some of the world’s most data-savvy brands and additional research, she identifies the top metrics you should stop measuring now and introduces a group of metrics that prove the value of marketing.
Have you read any research lately that you would recommend? We’d love to hear about it!