Pressure is growing on marketers to prove the ROI of digital marketing, and holistic measurement is essential for optimizing the allocation of media investments across channels and devices.
But the emergence of new digital channels makes it increasingly difficult to compare performance across such complex and fragmented media plans. Advanced measurement methods help address these issues, but they are not without limitations. One essential question they will need to answer is how to measure performance despite the data vacuum created by walled gardens.
In this webinar co-hosted by Forrester Analyst Samantha Merlivat and DataXu’s Director of Strategic Partnerships Tom Flanagan, participants will learn:
- What are upcoming measurements challenges marketers will have to prepare for.
- What are the strengths and limitations of attribution and mix modeling measurement techniques.
- How walled gardens will affect media planning and measurement.
- How to address current pain points in digital measurement.