Core Insights - Marketers' confidence in measurement has plateaued, with 62% expressing some confidence, but over half (54%) report no change in confidence year over year, and 14% indicate a decline [2][3] Measurement Challenges - Internal skepticism is prevalent, with 60% of marketers stating that internal stakeholders question the validity of their metrics, leading to nearly 29% reallocating up to 20% of their marketing budgets due to doubts about measurement accuracy [3][4] - Key barriers to accurate measurement include siloed and incomplete data (49%), cross-channel deduplication issues (48%), and limitations of walled-garden reporting (41%) [5] Strategic Priorities - Proving performance is critical, with 67% of marketers prioritizing incremental ROI, 66% aligning marketing metrics to business outcomes, and 55% improving cross-channel attribution [4] AI Adoption and Budget Trends - With nearly 30% of marketers facing cuts to measurement and analytics budgets, 50% have adopted or plan to adopt AI or machine learning for automating reporting, with data analysis and reporting being the top use case for 40% [6][7] - Dissatisfaction with existing measurement technology (26%) is driving long-term investment, with 47% planning to increase spending on marketing mix modeling (MMM) and 35% expecting to invest more in multitouch attribution (MTA) [7][8] Future of Measurement - The shift from monolithic measurement to AI-enabled data collection and management is emphasized, integrating methodologies like MMM, MTA, and incrementality testing [8]