Measuring Marketing in the Moment: Understanding How Shoppers React, Transact and Interact in Real-time

The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action.

It’s no easy task, which is why four out of five marketers say they’re challenged to meet consumer expectations for personalized engagement. Only three percent believe they’re exceptionally effective in turning data and intelligence into marketing action. Many lack the responsiveness to even adjust advertising campaigns in-flight based on consumer responses.

This report, produced in partnership with CMO Council, is based on a survey of 150 marketers, as well as in-depth interviews with marketing leaders.