Firms typically build offline and online customer channels in isolation — but [successful marketing] professionals have recognized that customer data is customer data, regardless of where they collect it. Smart firms are shifting from traditional traffic focused web analytics approaches toward projects, technologies, and teams that bring the offline and online worlds together.

Forrester-IBM Digital Intelligence Playbook, February 2016


Forrester-Google Marketing Platform Recommendations

Ahhha Law

It is imperative for marketers to tie marketing performance to business results.

Sophisticated marketing organizations employ an integrated marketing analytics platform.

The ability to integrate a marketing analytics platform with other advertising and marketing technology solutions and data sources is critical to success.

Marketers strive to ensure that their performance measurement solutions are intuitive to use and easily available to stakeholders throughout their company.

Sophisticated marketing organizations see an increase in performance, relevance, and efficiency by deploying marketing analytics tools to support their marketing efforts.

Source: Discover How Marketing Analytics Increases Business Performance Invest In An Integrated Platform To Address Challenges Of Device Proliferation And Data Complexity, A Forrester Consulting Thought Leadership Paper Commissioned By Google, March 2016

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