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
90% of brands rank incrementality testing as one of their top two most trusted forms of marketing measurement.
63% of brands say declining efficiency of core marketing channels is a #1 challenge.
35% of brands say building brand equity is a top priority in 2025.
Meanwhile, 37% are piloting AI or in early evaluation phases.