Today’s increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing tactics with a customer action or influence. B2C marketers must embrace a new measurement standard — unified measurement — that will measure marketing’s entire value and identify the best ways to optimize customer interactions.
Customers move among devices and channels, making it hard to measure marketing’s influence. Current measurement approaches — especially last touch — leave marketers blind to how well their outreach strategies worked.
A unified measurement approach uses various statistical capabilities to measure marketing impact at the user level. This helps marketers optimize marketing initiatives along a complex journey path.
B2C marketers using unified measurement have outlined specific measurement objectives, and they leverage the right tools and partners to help them unravel the complex world of marketing measurement. Marketers can work together with customer insights pros to create cultural change and prove the value of marketing.
*Excerpt from Forrester's Customer-Obsessed Marketing Demands Unified Measurement, July 19, 2018 written by Tina Moffett and Jim Nail.
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