Marketers and media: Is fragmentation causing a confidence crisis?
With only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
Are marketers suffering from a crisis of confidence? With a fragmented media landscape making it harder to reach mass audiences and consumer behaviour changing fast, should they be excused for suffering the occasional wobble when it comes to ensuring return on investment in creative and media? Or are there ways to address these fears?