August 16, 2018 - By Ginna Hall, Senior Writer, Nielsen Visual IQ
The demand for marketing measurement -- and marketers' questions about it -- are growing. The marketing press is keyed into companies' need to demonstrate, prove and manage ROI. As a result, Nielsen Visual IQ and multi-touch attribution are in the media spotlight, with business and martech industry reporters writing about the challenges and opportunities of cross-channel attribution in the digital era.
Several outlets covered our new study, Solving the Marketer’s Dilemma How Data-Driven Decision Making Improves Budget Confidence and Results. The study looks at how B2C marketing decision-makers are managing budgets. It revealed a number of issues marketers face when allocating, measuring and adjusting budgets. One surprising finding: 3 in 5 marketers (60%) are not very confident in their team's ability to effectively allocate marketing budget.
In other coverage, CEO Manu Mathew and CMO Wayne St. Amand continue to be sources of insight for many publications, sharing their observations about the challenges facing marketers today and how they can improve their marketing effectiveness. Read on to see more articles in the US media.
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To learn more about how multi-touch attribution can help you be a better marketer in the digital era, download our ebook: Crossing the New Digital Divide: Your Guide to Marketing Effectiveness