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LinkedIn: Building the Case for Marketing Effectiveness

See how LinkedIn Ads unlocked hidden ROI with a smarter measurement approach.

Prepared by Forrester and written by Ian Bruce, VP, Principal Analyst, with contributions from Matthew Selheimer, Ross Graber, Shannon Colford and Kate Pierpont.

LinkedIn Ads has long been a dominant force in B2B marketing, offering businesses targeted advertising solutions to engage its vast professional network. But with economic uncertainty prompting tighter budget scrutiny, LinkedIn needed a more rigorous approach to proving the commercial impact of its marketing investments beyond the capabilities of in-house Marketing Mix Models (MMM).

Discover how LinkedIn Ads moved beyond in-house MMM and transformed its approach to optimize investments and drive greater ROI. This exclusive Forrester® case study explores how LinkedIn moved beyond last-touch attribution to a layered measurement strategy that provides a holistic view of marketing impact.

Learn how LinkedIn Ads partnered with Analytic Partners to elevate its marketing measurement framework to a Commercial Analytics solution, optimize its media strategy, and prove marketing’s true value.

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LinkedIn Customer Story

What you’ll learn:

  • How LinkedIn Ads shifted from a last-touch attribution model and internally built MMMs to a full-funnel measurement strategy.
  • The role of Analytic Partners in building and validating LinkedIn’s marketing mix model, helping them transition from traditional measurement to Commercial Analytics for deeper insights.
  • Key insights from geo-based incrementality testing that proved full-funnel marketing drives higher ROI.
  • Lessons on positioning marketing as a growth driver and gaining C-suite and Finance buy-in for measurement transformation.

 

Download the case study now to see how LinkedIn Ads unlocked deeper marketing insights and maximized business impact.

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