How did the digital ecosystem change last year?
2022 saw a willingness from clients to want to understand customer behaviour in more detail either through their own data or through measurement and analytics tools such as Google Analytics (GA4), Adjust, Glassbox and Quantum Metric. This bodes well for consumers as brands now take this critical insight and make adjustments to campaigns and the customer journey and experience. Having this level of insight allows brands to understand the ROI of their marketing campaigns in order to optimise them in the future. Optimizely, Sitecore, Tealium, mParticle and Segment all continue to make traction in the personalization arena as brands strive to be able
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
