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Today, consumers connect with brands through more channels than ever before. For marketers, optimizing performance requires sophisticated measurement. New research from Forrester reveals how top marketers are using integrated tools to get more comprehensive insights in less time.

To get the most out of your marketing efforts, fast and efficient measurement is crucial. With measurement tools that combine the high-level diagnosis of marketing mix modeling (that provides insight into the ROI of each marketing channel) and the granularity of attribution (that reveals the interplay between channels) marketers can get more precise insights than using these approaches separately.

We wanted to see how many marketers were using these kind of integrated analytics tools and ask what successes and challenges they've found along the way. Here are the findings, thanks to a newly commissioned survey of 150 companies by Forrester Consulting that reveals the "why" and "how" of a transition to integrated marketing mix modeling (MMM) and attribution. The study also details the experiences of early adopters, with takeaways and recommendations for overcoming challenges.

Key findings:

  • 80% of respondents who have adopted an integrated MMM and attribution solution are "satisfied," and of these 18% are "very satisfied"
  • 66% have already moved, or plan to move, on the merged measurement trend
  • 35% suggest that challenges stopping them today would be resolved in the near future