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Making Marketing Measurable
By Shar VanBoskirk With Charlene Li, Meredith Gerson, Forrester
December 2001
An Excerpt
 PLANNING EFFORTS FAIL TO MEET MARKETER NEEDS
Even though a bad economy is pushing marketers to confront their lack of metrics, most marketers don't recognize that marketing has undergone an irreversible change that makes today's methods of planning by reach or previous buys ineffective. Three forces will drive marketers to find a new approach to planning...
...Marketing needs flexibility. Once-a-year planning doesn't meet empowered consumers' rapidly changing needs. With help from marketing agency GráficaGroup, the New Jersey Lottery anticipates change by setting aside one-third of its annual budget to spend on opportunities or threats that arise during the year.
Note: Forrester defines empowered consumers as those who demand what they want, when they want it, where they want it. Proliferation of the Internet has accelerated empowerment by providing consumers with immediate access to detailed information that they either could not get or had to wait to get through traditional channels.
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