Trends Report

The Pandemic Crimps Spend On Marketing Performance

But Marketing Measurement Will Resume Growth In 2021

November 18th, 2021
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Jim Nail, null
Jim Nail
With contributors:
Emily Collins , Stephanie Liu , Lexie Lawhon , Christine Turley

Summary

Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. The pandemic curtailed demand for the software and services supporting these advanced approaches in 2020, but the demand for marketing accountability combined with the recovery of marketing spending in 2021 will ensure this is only a temporary pause. Marketers should read this report to understand the increased efficiency and effectiveness that these powerful tools bring to marketing budgets.

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