Overcoming 3 Marketing Measurement Challenges
Gartner has predicted that in 2022, profitability will overtake customer experience (CX) as a top strategic priority. This change is part of a longer-term trend. CFOs want the rigorous measurement of marketing activities, and this has led to a plethora of analytics methods and tools available. But a confusing landscape cries out for a more clear-eyed answer of “what’s really working and what’s not?” when it comes to measurement and optimization.
Andy Hasselwander covers three challenges that must be overcome:
Clean data on spend, impressions, and return—by channel, audience, and time—is surprisingly rare.
Long-run impacts of emotion-focused marketing are intuitively valued, but viewed skeptically by finance.
Tracking consumers at an individual level is no longer possible, making detailed attribution challenging.
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Andy Hasselwander is the CAO (Chief Analytics Officer) for MarketBridge where he leads the marketing data and analytics functions. Andy has more than two decades of marketing strategy, data science, and software development experience.
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