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.

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

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.