Data, Insights & Audience
Many marketers say this step—dividing customers into groups—actually slows their campaigns down.
What is audience segmentation?
When budgets rise, this social platform category gets the biggest slice of the pie.
What is social media?
Marketers use analytics to do this — to get better results from what’s already running.
What is optimize campaigns?
Nearly three-quarters of marketers agree this “try, test, repeat” process drives the most growth.
What is testing and learning?
When deciding which customers to target, marketers say this online metric is most valuable.
What is website engagement?
Three-quarters of marketers say the return on investment here is shrinking fast.
What is paid social media?
This type of measurement will be a marketer’s top focus in 2025 and beyond.
What is cross-platform measurement?
Even an imperfect measurement of data can still be this.
What is valuable?
A smart marketing plan starts not with channels, but with this.
What is an audience-first approach?
Some brands set aside money just to test and learn—these are called what?
What are test-and-learn budgets?
Around six in ten marketers say they’re prioritizing this method for tracking campaign impact.
What is attribution modeling?
Real-time journey tracking helps marketers do this faster across every channel.
What is optimize performance?
To move beyond broad demographics, marketers are focusing on this kind of customer signal.
What is individual intent?
Marketers must be quick to adapt, embrace tech, and keep this person front and center.
Who is the consumer?
This “O-word” is now critical for understanding success.
What is outcomes?
If B2B marketers suddenly got 20% more budget, most say they’d put it here first.
What is brand awareness?
These tools help marketers “clean up” and securely share data across platforms for more precise audience targeting and segmentation.
What are data clean rooms and integrations?
Today’s marketers can’t rely on fixed budgets or one-size-fits-all plans anymore. What kind of strategies are officially out of style?
What are inflexible strategies?
Marketers are obsessed with AI these days, but according to the IAB’s 2025 report, this measurement topic actually ranked even higher.
What is cross-platform measurement?
Strong full-funnel measurement leaves more budget to create brands that are both distinct and this.
What is memorable?