A big part of our marketing team’s role Beckon is talking with industry analysts and one thing that is always fascinating is their take on the state of the category. The marketing landscape is changing so quickly that the tools, technologies and methods marketers are using—and the challenges or opportunities they face—are evolving on a daily basis. Beckon has our own point of view from our seat at the table talking to customers and potential customers, but it’s great to compare that against how our analyst partners view the space.
Forrester’s latest report by analyst Jim Nail, Marketing Measurement Metamorphoses, examines how more powerful technology, growing data volume, and marketers’ increasingly data-driven focus are driving significant innovation in the marketing performance measurement sector. One of the biggest points made by the report is a shift beyond the traditional stand-alone attribution or mixed modeling approach to measuring marketing ROI to an adoption of multiple measurement techniques. New methodologies are merging with traditional practices and Jim urges marketers to reevaluate their measurement strategy considering the full range of options—from simple to sophisticated—to find the option that provides faster, more automated and richer measurement for their organization.
You can check out the full report here to learn more about the landscape and some of Beckon’s supporting offerings. You can also catch our webinar with Jim on demand. The Future of Marketing Performance Measurement digs deeper into some of the concepts in the report.