Key Findings

 • Marketing analytics teams aspire to reach higher levels of maturity, understand ROI, inform investments and optimize campaigns. To deliver quality insights with regular frequency, teams must draw from a complicated array of methods.

• Concerned about data availability and quality, marketers question the role that privacy and regulation will have in the ability to accurately track and measure the impact of campaigns.

• Marketing impact measurement can be prone to poor execution and interpretation. It requires domain expertise, educating teams and, often, third-party expert support.