Competition for customers’ attention has never been so relentless, or so complicated.

Consumers interact with your brand across a dizzying number of channels, touchpoints and devices. The average person today has four to six connected devices and switches constantly from one to the other. It’s harder than ever to know whether your ads and other marketing tactics are reaching the right audience—or making an impact. The average marketer doesn’t have the ability to consolidate data to understand the influence of touchpoints across digital and traditional channels.

At the same time, an industry-wide focus on enhancing consumer privacy and data security has raised the bar for trust and transparency. New regulations and technology changes make collecting, tracking, measuring and other data-related practices more challenging.

Analyzing marketing effectiveness is arduous as marketers struggle to get accurate and actionable results. Technology is the enabler.

For this report, Nielsen asked 14 industry experts two questions to help marketers navigate this challenging environment:
1. How should marketers prepare for an increasingly complex customer journey?
2. What measurement strategies and tactics do marketers need to be successful today and in the future?

Use their answers as a resource to help improve marketing effectiveness and develop strategy so your brand can thrive.


Cut through the hype and learn the differences between key measurement approaches

Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is Everything™ to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.

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