SEEING THE FOREST FOR THE TREES: Unified Analytics for Modern Marketing

Increasing complexity is making it more difficult for marketers to get unified performance data and timely actionable insights to optimize campaigns, according to an IDG Connect survey (sponsored by Conversion Logic) of marketing executives at 250 enterprise and mid-market companies.

Due to the growing number of channels marketers use to reach their target audiences, measurement systems and processes are often spread across many disconnected tools, making it difficult to understand performance across and between channels. As a result, most survey respondents plan to adopt or increase their use of cross-channel attribution measurement systems to obtain consistent metrics and insight to increase media efficiency, identify areas of scale and enhance customer targeting.

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