Collecting data from multiple touchpoints and using different approaches yields more holistic results. The future of insights is being able to integrate data into one insight ecosystem, to better evaluate consumers.
The key challenge marketers often face is that they may know how some of their media and channels are working but there are gaps in their knowledge. Many media and channels are completely misunderstood or there is no knowledge about the contribution..
Marketing and insight clients often ask us: How can I get a picture of how all my touchpoints work together? How can I understand the effectiveness of owned and earned media as well as paid media? Which media should I be putting my budget towards to..