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.
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Forward-looking brands rely on Marketing Evolution to deliver accurate person-level unified marketing measurement across both online and offline channels to maximize their media spend, creative rotation, brand impact, and, ultimately, their marketing ROI.