Embrace The New Marketing Performance Measurement Standard
We are in a post-digital world where consumers move across connected devices seamlessly while brands bombard them with messages, hoping to grab their attention. Marketing measurement must continue to evolve in order to accurately determine the value of campaign tactics. B2C marketers must embrace unified marketing impact analysis (UMIA) — an approach that uses statistics to fractionally allocate credit to different marketing initiatives across all touchpoints. This playbook explores how marketers can use UMIA to better measure marketing performance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.