Learn how the top growth marketers are navigating measurement in 2025
Objectives and challenges
See what brands candidly share as their biggest goals and hurdles when it comes to growth.
Budget allocation trends
Discover where brands are expecting to increase and decrease their media spend.
Trusted information sources
Learn where industry leaders are turning for reliable information and insights.
About the participants
Industries : DTC, ecommerce, and/or retail
Roles : Growth marketers and marketing leaders
Job level : 76% are director or higher
Most trusted measurement source : Incrementality
90% of brands rank incrementality testing as one of their top two most trusted forms of marketing measurement.
Top challenge : Declining efficiency of core marketing channels
63% of brands say declining efficiency of core marketing channels is a #1 challenge.
Channels poised to see big increases in net spend : YouTube, Influencers, and CTV
35% of brands say building brand equity is a top priority in 2025.
AI in marketing : Only 21% of brands actively implementing AI
Meanwhile, 37% are piloting AI or in early evaluation phases.