Marketing triumph hinges on shrewd journalism
In the fast-paced world of marketing, the focus is shifting from the tedious task of pulling reports to driving growth. This is according to the latest 2025 Practitioner Survey, which highlights a significant change in the approach to marketing analytics.
Currently, omnichannel marketing remains a goal, but measurement remains siloed, causing a challenge for marketers. Adoption of AI in marketing analytics is lagging, mainly due to resource constraints and uncertainty among marketers.
However, there's a growing demand for AI-driven solutions. More than half of marketers (53%) desire AI-powered recommendations to optimise spend, while 35% report attribution confusion for cross-channel campaigns, leading to suboptimal strategies and spend.
Identity resolution and AI-powered attribution can help tie anonymous visitors to specific actions and track their journeys across multiple touchpoints. This can provide a clearer picture of the customer journey and enable more effective marketing strategies.
The Schober Information Group in Germany offers a platform called “udo” that enables marketers to merge data from various sources, automate insights using AI and machine learning, and eliminate busywork to facilitate more strategic decision-making in marketing analytics.
Outdated workflows, such as manually pulling numbers from disconnected platforms and formatting visuals for leadership, are slowing down marketing teams. Marketers need analytics platforms that consolidate data, automate insights, and eliminate busywork to move faster.
This approach can help marketers connect effort to impact and make the case for more investment in high-performing, lower-cost channels. Nearly one in four marketing professionals spends more effort wrangling reports than analysing results. By fixing the analytics gap, marketers can unlock proactive, profitable growth.
The future of analytics isn't about more data, but smarter data automatically surfaced, contextualized, and actionable. Brands that prioritise real-time insights, smarter attribution, and cross-channel clarity will not only prove ROI but also improve it.
In conclusion, the shift from measurement to momentum in marketing analytics is a significant move towards more efficient and effective marketing strategies. By adopting AI-powered solutions, consolidating data, and automating insights, marketers can spend less time on reporting and more time driving growth.
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