New research: Shifting measurement priorities to drive growth.
Today, there are more opportunities than ever to become a useful and valued part of consumers’ lives. Yet while this reality can seem overwhelming, leading marketers understand that driving new growth will come from engaging high-value customers, and they’re shifting their measurement priorities to support this need.
Build value for the consumer and the brand.
Leading Marketers are unlocking and measuring customer lifetime value rather than prioritizing short-term, transactional gains. This new research finds that:
- Leading marketers are 58% more likely than the mainstream to strongly agree that first-party data is a strategic asset that informs their decision making.
- 73% of leading marketers use proxies to tie media metrics with business outcomes, and are 35% more likely to do so than the mainstream marketer.
- Leading marketers are 36% more likely to agree that their organizations dedicate time and budget to strategic experimentation.