While many modern organizations have figured out how to collect massive amounts of data, most struggle to organize, understand and act on that data. Without the right performance insight, marketing analytics and attribution are difficult to pin down.
Interested in exploring the future of marketing analytics? Based on a 2023 study that surveyed 200 leaders across the US and Europe, we’ve compiled major takeaways about the current and future state of marketing analytics into a handy visual.
The future of identity is marketer owned and managed. Brands will establish and maintain their own first party identity profiles for each and every visitor and customer. As brands grow their first-party data management capabilities, one of the first areas of focus should be in developing a first-party tagging strategy.
Data clean rooms provide a secure environment for compliantly sharing brand data. As the “Cookiepocalypse” (AKA, the death of the third-party cookie) looms, brands want their partners to offer secure data sharing or data clean room environments to securely share customer data.
Identity resolution is the process of connecting and harmonizing data across various platforms and devices to create a comprehensive customer view. While marketing runs on data, the rules governing customer data usage and collection are ever-evolving.
