To keep up with today’s (and tomorrow’s) dynamic marketing environment, marketers must change how they measure, analyze, and optimize their marketing efforts. Marketers need a simple way to quickly see what the deluge of marketing data means for their businesses so they can make changes in the middle of a campaign to drive better results. In 2016, seven major marketing shifts will stop the measurement madness.

1. Slide Show:
Seven Shifts In Marketing
Measurement For 2016
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Shift #1: Brands will take back control of their data.
Brands will increasingly demand more
transparency from their agencies.
Owning all of their data–performance,
targeting, audience, etc.–will take
priority as they try to improve
efficiency in today’s accelerated
marketing environment. In addition,
more control will make brands more
effective. They will be able to measure
performance on their own, leading to
increased agility and better, faster
decision making.

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Shift #2: Agencies will lose the battle to programmatic.
Brands will continue to shut agencies out of
the media-buying equation as they
increasingly rely on programmatic-buying
techniques. As media buying becomes
programmatic, it will also become a
commodity. Bringing media buying in-house
will also give brands more control over data
and the ability to further define their own
audiences on the fly. After decades of
questioning the value of agency partners,
brands will force them to reinvent by scaling
content and creative, rather than relying on
media buying.

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Shift #3: Marketers will embrace enterprise software solutions.
As brands bring more marketing
capabilities back in-house, brands will
also embrace the need for enterprise-
ready software solutions that optimize
the use of data in marketing
organizations. Taking programmatic
media buying as an example, brands will
start implementing their own data-
management and demand-side
platforms solutions rather than relying
on third-party services. This will give
them more control over the
management of their audiences.

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Shift #4: Mobile will reshape brand-to-consumer interactions.
As the time spent on mobile
devices versus desktops continues
to climb, brands will transition
away from email as their primary
communications mechanism. More
marketers will rely on text
messaging and mobile app
notifications as the predominant
means to interact with their
consumers.

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Shift #5: Spending patterns will continue to change.
Today’s brands realize they need to
interact with consumers in different
ways. As a result, their online spend will
continue to grow faster than their offline
spend, while over-the-top media will
quickly grow at the expense of
traditional TV spend. In addition,
spending on mobile-related mechanisms
will increase as investments in browser-
based mechanisms decrease.

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Shift #6: Big data hype will blow up.
Big data alone does not solve marketing
or business problems–in fact, it can often
create new concerns. Obsessively
collecting marketing data into a
centralized big data platform is not
enough. To avoid a big data bust,
marketers will need to shift their focus
from hoarding data to generating real
value from all available data (big and
small). Marketers will push past the
storage focus and realize the importance
of turning data into business insights.

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Shift #7: Marketers will demand more tangible results from
measurement methods.
Marketing organizations are determined
to figure out which activities drive
business results and have spent a
tremendous amount of energy
implementing different methods.
However, they are starting to realize that
the resulting benefits are not always
worth the investments they are making.
In the year ahead, marketers will place
less importance on attribution and
marketing-mix modeling as they discover
methods to measure effectiveness that
can quickly drive meaningful business
results.