Marketers are moving towards converged analytics.
Today’s marketers face increasing pressure to prove, manage, and optimize marketing performance. The relentless push towards accountability has driven the adoption of ever-more-sophisticated measurement tools.
Now, tools that merge — and substantively improve — marketing mix modeling (MMM) and data-driven attribution measurement practices promise faster, more efficient, more holistic insights. To find out more, we commissioned Forrester Consulting to survey 150 companies in order to explore how marketers are evaluating, adopting, and using these emerging, integrated tools.
The movement to merged tools.
As tools that integrate marketing mix modeling and data-driven attribution solutions come on strong, early adopter experiences with managing technologies, setting expectations, upgrading in-house skills, and improving business practices are instructive.
Recommendations on best practices, processes, and support for implementing merged marketing mix modeling and data-driven attribution tools are examined in the full study.