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2023 was another fast-paced year when it came to marketing measurement. The marketing technology landscape changed quickly, with privacy concerns continuing to make identity resolution challenging. The media landscape moved further away from mass and broadcast and towards social. Affiliates—the digital advertising companies designed to intercept lower-funnel demand—grew, while at the same time, cracks appeared in their business model. Finally, new models and methods for statistical inference across testing and econometric modeling entered the scene, making modeling easier and more powerful.
Download the whitepaper for an 11-page summary of marketing effectiveness trends from 2023 and predictions for 2024.
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The complex process of accurately identifying and distinguishing an individual or entities for precise, personalized marketing
The changing environment in which different types of media operate and interact
Innovative and evolving approaches to analyzing and optimizing marketing’s effectiveness