Research Tools Used vs. Biggest Perceived Gaps for Senior Marketing Professionals Worldwide, Aug 2018 (% of respondents)
This chart shows research tools used vs. biggest perceived gaps for senior marketing professionals worldwide. Multitouch attribution, conversion ROI, marketing mix modeling, brand effectiveness research and media measurement studies were mentioned, among others.
Data was provided to eMarketer by Kantar.
Data is from the October 2018 Kantar report titled "Getting Media Right 2018: Extraordinary Marketing Through Integrated, Holistic Advertising." 468 senior marketing leaders at advertisers, agencies and media companies worldwide were surveyed online during August 2018. Respondents identified their ... company as advertiser (35.5%), agency (46.2%) or media/publisher (18.4%) located in Asia-Pacific, (18.6%), Europe (18.2%), Latin America (13.0%) or North America (37.4%).More