Peek under the hood to understand how enterprise brands are advancing their marketing measurement efforts in pursuit of true cross-channel performance measurement and spend optimization.

This research report, developed by Winterberry Group with support from Lifesight, examines the current state of marketing measurement, go-forward priorities and strategies to advance measurement efforts that are top of mind for marketing leaders.

Drawing on feedback from more than 120 enterprise-class marketing leaders, the report’s key findings include:

• Measurement capabilities continue to advance: Only a third of marketers use first- or last-click attribution, while the majority have advanced to sophisticated methods such as marketing mix modeling (71%), data-driven attribution (62%) and incrementality testing (52%)
• Platform-native tools remain central to measurement: 93% of brands use tools provided by individual media platforms to track in-channel performance, and 84% consider them a core part of their measurement technology stack
• Unified measurement is an unmet priority: 83% of brands consider optimizing cross-channel spending a leading priority, yet only 9% say they practice unified marketing measurement “extremely well”
• AI supports a diverse array of measurement use cases but rarely leads it: 79% use AI for measurement-related marketing tasks, including generating insights and preparing data, while only 16% say it “plays a central role” in their measurement efforts
• Brands are increasingly relying on measurement specialists to turn insights into action: 74% say they need external support to expand their measurement capabilities, particularly to translate results into budget or media recommendations (69%) and execute measurement methodologies (64%)