In order to meet prospects where they are, marketers are relying more and more on a multitude of channels. Of course, more channels also means more channels to measure and more sources of data.
For that data to be useful, every channel needs to be measured comprehensively and granularly—that’s how marketers best piece together and understand the complete buyer journey.
Whether for B2B industries or many B2C industries, buyer journeys are complicated and marketers are increasingly turning to marketing technology and integrations between marketing technologies to better understand them.
Often, marketing teams are able to effectively measure some channels, but not all. Gaps in measurement, while better than no measurement at all, can be dangerous because it means you’re overvaluing some channels while undervaluing others.