Marketers struggle to prove campaign performance due to unreliable attribution models and outdated measurement methodologies, compounded by inconsistent standards across various platforms. This fragmentation leads to data cleaning rather than actionable insight. The article emphasizes the need for structured and consistent data that connects campaign activities to outcomes. Without a shared language and logic for measurement, meaningful cross-channel analyses remain elusive, preventing marketers from fully understanding the effectiveness of their strategies and making informed decisions about their campaigns.
Marketers are under pressure to prove performance, but the systems they rely on are built on shaky ground.
Measurement is held back by fragmented systems, inconsistent standards and a lack of shared accountability across the ecosystem.
Without shared logic and language, true measurement won't scale.
Marketers don't need more data. They need structured, consistent data that ties campaign activity to outcomes - cleanly, accurately and across channels.
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