As consumer behavior and expectations shift, marketers need new analytics tools to understand the customer journey and improve experiences across a variety of touchpoints like websites, apps, email marketing, ads, and more.
Improving the use of data and analytics is a top marketing priority in the next 12 months for businesses to meet evolving measurement needs and improve marketing outcomes1.
In new research from Forrester Consulting, commissioned by Google, marketers and digital analytics decision makers identify key challenges and opportunities for the next wave of analytics.