According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look to clear out the marketing clutter in the year ahead, a comprehensive measurement strategy also provides insights into which marketing channels, creative, content, and programs are worth the investment, and which may be wasting precious marketing investments.
In recent years, the measurement landscape has shifted to accommodate data deprecation and increased automation. And data challenges like disconnected data sources, inconsistent quality, and the lack of internal resources prevent many marketers from making use of measurement and analytics.
We have a new analyst on the team, Brad Haag, to help Forrester clients navigate these challenges and evolve their measurement approaches and practices.
Brad understands how important it is to demonstrate how excellent marketing drives both customer obsession and revenue. He brings 12+years of experience in marketing measurement, advertising analytics, and consumer data strategy to his work at Forrester. His wide-ranging background provides a unique lens on how marketing measurement strategies impact teams across the enterprise, from hands-on-keyboard data engineers & analysts to C-suite decision makers.
Brad’s coverage will focus on marketing measurement strategy, best practices, and methodologies/approaches. He’s ready to help clients with guidance sessions, webinars, and workshops on evaluating and evolving their current measurement efforts, how the shifting data privacy landscape will impact marketing measurement, and how trends in the measurement space should be leveraged in the near- and long-term. Brad will also be collaborating closely with other Forrester analysts across the spectrum of B2C marketing topics.
Request a guidance session with Brad today to discuss your measurement strategy.
