Best Practice Report

Q&A: The Seven Things You Need To Know About Unified Marketing Impact Analytics

December 11th, 2015
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Jim Nail , Christian Austin , Laura Glazer

Summary

Unified marketing impact analytics (UMIA) calls for customer insights professionals to leverage different marketing analytics approaches to achieve a single view of marketing performance. CI pros need to work with marketing leaders to embrace this holistic marketing measurement approach to optimize future marketing plans and customer interactions. But, what exactly is UMIA and how can firms embrace this new measurement standard? This report answers seven common questions that CI pros have about unified marketing impact analytics.

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