14 Industry Experts on the Future of Attribution

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.

Sponsored by Visual IQ
Visual IQ, a Nielsen company, is the world’s leading marketing intelligence software provider. Leveraging its rich history of marketing attribution expertise, the company provides a single platform for analyzing consumer profiles in combination with tactical marketing performance across all channels and devices. By combining the power of audience and attribution, its Marketing Intelligence solutions provide the real-time insight brands and agencies need to optimize marketing and advertising performance by audience segment and drive the online and offline success metrics they care about most.