Marketers seek to take control over performance marketing programs
Although marketers today are empowered by an unprecedented amount of data at their disposal, it has become increasingly challenging to effectively correlate specific marketing campaigns to business success.
With the proliferation of devices, firms are now marketing to more channels than ever before. This makes it very difficult to truly know which marketing actions lead to which customer reactions.
Performance marketing represents an opportunity for marketers to gain a deeper understanding into the otherwise murky waters and make their purchasing decisions accordingly.
A Forrester Consulting Thought Leadership Paper Commissioned by MediaAlpha