Look at the big picture! We’ve all heard those words when single measurement approaches overshadows aggregate impact. When it comes to marketing analytics, brands are always looking at ways to better align their advanced analytical models to better understand the holistic impact marketing has on its customer base. The process should ideally account for both: High-level strategy, and day-to-day tactical practices, as a unified package-- painting a clear, concise and all-inclusive view of marketing performance. Unified Marketing Impact Analytics, or UMIA for short, utilizes multiple marketing analytic approaches to measure marketing performance across the entire life cycle of a campaign.
In the third of a three-part Forrester Research Q&A series, Senior Analyst, Tina Moffett, dives deep to explains how brands can adopt UMIA to gain guidance on evidence-based marketing budget allocation, measurement of cross-channel effects and deeper path-to-purchase sights with customers.
In this Q&A, Moffett discusses:
- What is UMIA
- What are its core values/benefits
- What brands adopt UMIA
- What technology and data is required for UMIA
- How do you get started with UMIA
- How can brands can consolidate data silos