As consumer behavior and expectations shift, marketers need new analytics tools to understand the customer journey and improve experiences across a variety of touchpoints like websites, apps, email marketing, ads, and more.

Improving the use of data and analytics is a top marketing priority in the next 12 months for businesses to meet evolving measurement needs and improve marketing outcomes¹.

In new research from Forrester Consulting, commissioned by Google, marketers and digital analytics decision makers identify key challenges and opportunities for the next wave of analytics.