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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018

Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]

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The Recent NPS Debate - What You Should Really Know

Maxie Schmidt January 19, 2018

Many clients have asked me about my thoughts on the recent blog post by Jared Spool who says Net Promoter Score (NPS*) is a harmful metric. I then usually mention that he is making good points but that there is another post by Aga Szóstek who says the believe in a silver bullet is the truly […]

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Metrics That Matter Still Matter in ABM, Because - Why Wouldn’t They?

Allison Snow September 13, 2017

For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]

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Collaborate With Finance To Prove Marketing's Business Value

Tina Moffett May 19, 2017

Every year, Restoration Hardware sends me their infamous 5 pound catalogue filled with beautiful furniture, hoping I would defund my kids college accounts and buy a 12 foot long harvest table.   I estimate it costs  $3 to $4 to mail this enormous catalogue, almost double the standard catalogue postage costs.  And that doesn't even include production costs, like design, photo shoot, agency management!  With Restoration Hardware's […]

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Fix Your Marketing Measurement Mess: Key Takeaways And What You Can Do

Tina Moffett May 1, 2017

A few weeks ago, my colleague Jim Nail and I conducted a “Fix Your Measurement Mess” workshop at the 2017 Consumer Marketing Forum in New York. Our workshop became a great conversation starter for participants to understand and take inventory of their challenges and to recognize priority metrics for their own businesses. The 4-hour measurement […]

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Effective Metrics Are Critical For DevOps and Agile Success

Robert Stroud February 2, 2017

In the days of old, not very long ago, release cycles were measured in years —organizations were using “on-time” and “on-budget" as the mantra for project efficacy. Business today is compelled to deliver business technology in cycles of hours, or days. Faster cycles render not only tradition “waterfall” processes and silo based IT obsolete, it […]

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Marketers Are Measuring Engagement All Wrong

Tina Moffett January 26, 2017

Over the course of my career as a marketing analytics practitioner and as a Forrester analyst, I’ve tried to tackle some of the most pressing questions around measuring marketing’s effectiveness. I’ve seen a recent surge in marketers using the metric “engagement” as a way to measure marketing success. When I start to question what they […]

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It's Time To Rethink Digital Banking Metrics

Zhi Ying Ng December 23, 2016

This time of the year is significant not only because of the never-ending amount of Christmas log cakes (or puddings) that we guiltily consume without restraint at our offices, it is also when we sit together to talk about everything that has transpired in the past year. As we go into the festivities over the […]

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What Marketers Can Learn From The Chicago Cubs

Tina Moffett November 3, 2016

Bleary eyed baseball fans are waking up to the unimaginable: the beloved Cubs broke their 108 year old dry spell and won the World Series. Their quest to World Series champions was a mix of talent, dedication, heart…and data.  Data, you say? Yes, data. Baseball franchises are enamored with using data to make smarter trades, […]

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The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Tina Moffett October 12, 2016

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions. Today, Jim Nail and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave […]

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The No. 1 Barrier To Effective Digital Transformation

Nigel Fenwick October 7, 2016

In a recent post, I wrote about how digital experiences shape customer perceptions of value. But it's easy to forget that your organization's culture also shapes your customer's perception of value. Earlier this week, I was moderating a panel on digital transformation at a Software AG event in New York. In opening the event, Kevin […]

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Do Not Confuse Data Governance With Data Management

Henry Peyret February 17, 2016

Last week, I participated in a roundtable during a conference in Paris organized by the French branch of DAMA, the data management international organization. During the question/answer part of the conference, it became clear that most of the audience was confusing data management with data governance (DG). This is a challenge my Forrester colleague Michele […]

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Neustar Acquires MarketShare To Close The Data to Insights Gap

Tina Moffett November 9, 2015

Last Thursday, marketing data and analytics company, Neustar, agreed to acquire marketing analytics technology provider MarketShare Partners, for $450 million.  Neustar is an information services company, providing everything from complex registry management to deliver marketing insights. MarketShare Partners provides advanced analytics technology to help c-level executives improve marketing’s impact on revenue.     The Neustar […]

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What Do CX And The Environmental Movement Have In Common (AKA Top 10 Tactics To Rally Your Organization Around CX Metrics)?

Maxie Schmidt July 22, 2015

We all share this sentiment that we want to protect our resources — our planet for generations to come — so that our children and their children can live happily ever after. It’s that warm and fuzzy feeling we get when we see a little girl holding a flower in her hand. I realize that […]

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Contact Center And Customer Service Metrics Must Support Broader Company KPIs

Ian Jacobs April 7, 2015

OK, it is certainly a cliché and clearly suffers from an incomplete view of the world, but many contact center executives would still nod their heads in agreement with the statement, “You can’t manage what you can’t measure.” Contact centers generate a huge volume of data, and everyone from agents on the floor to CEOs […]

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My Top Ten And What It Means For Getting Your Own Metrics Right

Nigel Fenwick January 31, 2015

Every so often I check my blog stats to see what you, the reader, find most interesting – my goal is to continue to bring you great content in both my blog and my research. While I was looking back over my blog stats I thought you might like to see the top ten blog […]

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Mobile Measurement Isn’t Keeping Up With Mobile’s Importance To Insurance Business Performance

Ellen Carney January 2, 2015

The wild west of mobile in insurance is getting tamed.  Mobile is no longer just a fun experiment—it’s now a crucial element in the customer and agent experience. We first published our mobile insurance metrics report in August of 2013.  At the time, we were struck by how dependent insurers were on a single metric […]

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Just published: The Forrester Wave: Cross-Channel Attribution Providers

Tina Moffett November 7, 2014

Blogged in collaboration with Rebecca McAdams, Research Associate, serving Customer Insights professionals. Consumers are connected, constantly influenced by marketing messages, their friend’s social posts, blog posts, reviews, mobile messages, and Twitter posts. In fact, US Adults have an average of three connected devices.  Consumers are leaving breadcrumbs of information behind, across multiple channels and devices.  […]

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The Recent Attribution Technology Acquisitions Don't Surprise Us In The Least

Tina Moffett May 9, 2014

On the morning of May 6, 2014, Google announced its intent to acquire Adometry, a leader in the attribution technology space. Later on the same day, AOL announced its intent to acquire Convertro, another top-performing attribution technology vendor. The Adometry acquisition is not surprising, as Google needed to make major investments in its existing attribution […]

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Drive Customer-Centric Employee Behavior With Rewards And Recognition

Samuel Stern February 25, 2014

In my latest report, "Drive Customer-Centric Employee Behavior With Rewards And Recognition," I describe how companies modify their reward and recognition programs to drive more customer-centric employee behaviors. Many companies tie rewards to a rise in either Net Promoter Scores (NPS) or customer satisfaction scores. Unfortunately, that's exactly the kind of mistake that leads employees and […]

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