Calculating campaign ROI is the starting point to understanding the customer journey
As marketers move towards a true omnichannel view of the customer, it’s becoming increasingly apparent that they need to leverage the same people-based approach they use in marketing for their analytics and attribution. But what is people-based measurement, and how is the industry utilizing it to maximize their investments?
In order to better understand current adoption of people-based measurement practices and its likely trajectory, LiveRamp commissioned Wakefield Research to conduct a survey of 500 marketing and advertising professionals. The purpose was to collect data on their perspectives on what people-based measurement is, the challenges and opportunities inherent in this practice, and how it can advance the insight and effectiveness of marketing.
Read this study to learn:
- What people-based measurement is
- The challenges the industry—and your peers—are facing in building people-based measurement
- How vital identity resolution is to unlocking the value of your company’s data assets
- What you need to do to make sure you don’t fall behind on the people-based measurement game