Ad spend is bouncing back but audiences are changing – and data continues to be a marketer’s guiding light. Agility, always-on prioritization, authenticity, accountability, and trust will be essential for navigating this changing world and building strategies that are future fit.
Global marketers agree that full-funnel media ROI is an extremely/very important marketing metric – but they aren't confident in their ability to measure it. We explore the latest findings from Nielsen’s 2022 Global Annual Marketing Report to find out what's driving this crisis of confidence and what solutions are required to overcome the need for holistic measurement.