{"id":10492,"date":"2025-10-21T15:30:39","date_gmt":"2025-10-21T21:30:39","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10492"},"modified":"2025-10-21T15:30:39","modified_gmt":"2025-10-21T21:30:39","slug":"marketers-say-their-trust-in-measurement-is-stalled","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10492","title":{"rendered":"Marketers say their trust in measurement is stalled"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"Confused marketers looking at data.\" loading=\"lazy\" \/><\/div>\n<p>Marketers\u2019 confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion and eMarketer.<\/p>\n<p>The research, \u201cThe True Cost of Trust in Marketing Measurement,\u201d found 62% of the marketers surveyed have some confidence in their performance metrics, but 54% reported no change in confidence year over year, while 14% said it has actually declined.<\/p>\n<p>The research also found that 60% of marketers say internal stakeholders question the validity of their metrics at least sometimes. Nearly 29% report that up to 20% of their marketing budgets have been reallocated or put at risk due to doubts about measurement accuracy.\u00a0<\/p>\n<p>The increased pressure means proving performance is critical: 67% of the respondents now prioritize incremental ROI, followed closely by aligning marketing metrics to business outcomes (66%) and improving cross-channel attribution (55%).<\/p>\n<h2 class=\"wp-block-heading\">Top barriers to accurate marketing measurement<\/h2>\n<p>The marketers in the survey cited siloed and incomplete data (49%), cross-channel deduplication issues (48%) and walled-garden reporting limitations (41%) as their top barriers to accurate measurement.<\/p>\n<p>Nearly 30% of marketers are facing moderate to significant cuts to measurement and analytics budgets, and many are turning to AI to sustain capabilities, the research found. Half of respondents adopted or plan to adopt AI or machine learning to automate reporting, with 40% citing data analysis and reporting as the top use case.<\/p>\n<p>At the same time, the survey found dissatisfaction with existing measurement technology (26%) is prompting long-term investment: nearly half (47%) plan to increase spend on marketing mix modeling (MMM) in the next year, while 35% expect to increase investment in multitouch attribution (MTA).<\/p>\n<p>The research surveyed 196 U.S. marketers.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 pb-1\">\n<p class=\"inline-form-text text-center mb-0\">Fuel up with free marketing insights.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Email:<\/p>\n<\/div>\n<div class=\"col-12 col-lg-8 pe-lg-0\">\n<div class=\"form-nl-inline\"><\/div>\n<\/div>\n<div class=\"col-12 col-lg-auto\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/martech.org\/terms-of-service\/\" target=\"_blank\" aria-label=\"opens in a new tab\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/marketers-say-their-trust-in-measurement-is-stalled\/\">Marketers say their trust in measurement is stalled<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketers\u2019 confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion and eMarketer. The research, \u201cThe True Cost of Trust in Marketing Measurement,\u201d found 62% of the marketers surveyed have some confidence in their performance metrics, but 54% reported no change in confidence year over year, &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10492\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Marketers say their trust in measurement is stalled&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/confused-marketers-800x450.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10492"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10492\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}