The original title is "AI Moves Marketing Measurement From Insights To Action"

Short summary

Forrester reports that despite increased adoption of advanced marketing measurement techniques like MMM and incrementality testing, 49% of B2C marketing decision-makers in 2026 say analytics findings still don't translate into action. AI is positioned as the bridge to move marketing measurement from insight generation to actionable execution. The gap between measurement sophistication and perceived actionability persists year-over-year.

• •49% of B2C marketers say analytics findings don't lead to action despite increased MMM adoption
• •AI positioned as the mechanism to convert measurement insights into executable decisions
• •Gap between measurement sophistication and actionability persists from 2025 to 2026

Generated with AI, which can make mistakes.