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The Interactive Marketing Metrics You Need

By Rebecca Jennings, Forrester Research
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In this insightful report, Forrester Research's Rebecca Jennings provide a framework for understanding different digital marketing metrics along with a description and evaluation of each type of metric in the framework.

Metric types discussed include reach, efficiency, attitudinal/behavioral, cross-channel, and social media. The article concludes with a list of companies that can help CMOs measure and deliver these metrics.

The report is a good read for CMOs who need to familiarize themselves with a broader set of metrics or for staff charged with improving measurment of marketing ROI.

This independent research report was published in May 2008.