Forrester approached dataxu® looking for assistance with an advertising study that required ad testing using a programmatic platform.
Team Detroit and dataxu were able to provide Forrester with the technology and infrastructure the research company needed to identify key quantitative and qualitative traits that make for successful programmatic marketing.
With the help of dataxu, Forrester was able to unearth four major findings regarding the current state of programmatic marketing:
- Relevance is quickly becoming table stakes for marketers.
- Marketing’s core skills shift toward quantitative.
- External partners can be a valuable source for data skills.
- Marketing is now making more strategic contributions.