Strategic marketing measurement programs like marketing mix modeling and unified measurement (which frequently combines multitouch attribution and marketing mix modeling) help marketing leaders measure past, large, long-term investments and plan for future marketing spend.
In its new report, Gartner provides an overview of the market’s direction on marketing analytics maturity and sample vendors, including IRI, to help marketers looking to quantify the impact of their marketing and advertising investments.
Gartner, Market Guide for Strategic Marketing Measurement, 12 December 2019, Jason McNellis
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