Recent statistics show that 87% of marketers are encountering challenges with campaign performance within the past year, leading to potential early terminations of campaigns. With a 31% increase in campaigns year-over-year, professionals are stretched thin as budgets face scrutiny, allocating only 45% to campaigns. Compounding issues arise from channel fragmentation and the difficulty of integrating numerous data silos. Insights from the 2024 Gartner surveys highlight the struggles of senior marketing decision-makers in navigating this complex landscape.
While marketers are producing more campaigns, they are also experiencing significant challenges, especially in measuring performance amidst increasing scrutiny and channel fragmentation.
The combination of high campaign volume, channel fragmentation, and data silos complicates marketers' efforts to deliver unified stories and effective performance.
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