The Current State of Marketing Measurement & Optimization

How & Why Organizations are Re-Evaluating Their Marketing Measurement to Achieve Business Goals

The Future of Marketing is Customer Centric1

As empowered customers develop an expectation of seamless, real-time, and relevant brand experiences across touchpoints, there’s a dire need for marketers to evolve. In today’s digital age, marketing teams must shift their focus away from passively reviewing post-campaign reports and move towards actively analyzing results in-campaign to guide future marketing efforts.

Marketing Evolution commissioned Forrester Consulting to evaluate the state of person-level data adoption among marketers –– the foundation of real-time, relevant brand experiences. Forrester conducted an online survey of 200 respondents with decision makers in marketing, advertising, and customer insight roles.

In this study, we explore the imminent challenges of achieving and implementing person-level data, as well as the disconnected approaches to marketing measurement and optimization that hold many firms back from transforming their marketing analytics and efficiency.

Table of Contents

  1. Executive Summary
  2. In A Post-Digital World, Marketers Need Timely, Accurate, and Granular Data
  3. Marketers Have Made Progress on Data Initiatives, But They Must Make More
  4. Person-Level Data Can Help Propel Marketing and Business Priorities Forward
  5. Key Recommendations
  6. Appendix

Download our study today to get a better understanding of why brands must master customer data at the person-level.