Accurate Measurement Holding Back Cross-channel Campaigns

by Mobile Marketing

A lack of confidence in the ability to measure the performance of cross-channel campaigns is stopping most marketers from adopting them, according to new figures.

93 per cent of marketers would run more cross-channel campaigns if they were guaranteed the ability to measure their effectiveness and reach, and better understood how the cross-channel marketing programs justified the higher investment they required.

The figures come from a study conducted by Forrester Consulting for Acxiom and 4INFO of 100 US digital marketing decision makers from consumer-facing brands.

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