Trends Report

Marketing Measurement Morphs Into Insight-Driven Marketing

Executive Overview: The Marketing Measurement And Insights Playbook

October 4th, 2021
With contributors:
Emily Collins , Jim Nail , Lexie Lawhon , Christine Turley


Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do this, B2C marketers must elevate their unified marketing measurement approach to a system of insight (SOI). This playbook demonstrates how marketers can advance their maturity in order to strengthen planning with data-enabled predictions and shift to a continuous optimization process.

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