, April 19 -- According to Warc data, only a small fraction of marketers (2%) are using the following measurement techniques in combination - marketing mix modelling (MMM), experiments, attribution - to assess the full impact of their marketing.

As measurement continues to evolve, Warc, the global authority on marketing effectiveness, has today released The Future of Measurement, a report examining the latest trends and emerging best practices of marketing measurement. The report focuses on four key areas: AI and the growth of synthetic data, the demise of third-party cookies, hurdles in holistic measurement and closing the sustainability gap.

Paul Stringer, managing editor research and Insights, Warc, says: "Amidst the swirl of excitem...