Data Tops The B2C Marketing Measurement Challenges

Data deprecation presents measurement challenges for B2C marketing executives. According to Forrester’s Marketing Surveys, 2022 and 2023, data quality and connectivity are among the top barriers preventing organizations from using measurement and analytics. Marketers also cite issues with talent and analysis. B2C marketing executives must bolster their marketing performance data expertise with a deep understanding of data access and ecosystem restrictions; better partnerships with agencies, tech vendors, and marketing services providers; and their internal marketing analytics knowledge bank. This data snapshot shows the top measurement and analytics challenges for B2C marketing executives.