Winterberry Group Reports Gap in Unified Marketing Measurement

NEW YORK, Sept. 30, 2026 /CourierPR/ -- The report, sponsored by Lifesight, examines how enterprise marketers are measuring, attributing, and optimizing their spend across an increasingly fragmented media landscape.

According to the findings, 83% of enterprise marketers surveyed by Winterberry Group consider unified marketing measurement (UMM) a leading priority. However, only 9% say they can currently practice UMM "extremely well." The research indicates that while marketers are increasingly focused on connecting measurement across the media mix, UMM remains a developing capability.

Seventy-one percent of the surveyed marketers use marketing mix modeling, 62% use data-driven attribution, and 52% use incrementality testing. These approaches are aimed at understanding how investments work together across channels. However, the challenge lies in turning these individual measurement approaches into a connected view of performance across channels.

As marketers work to connect these measurement approaches, they continue to rely on technology and outside expertise to navigate the complexity. Only 18% of marketers say they have all the people, skills, and expertise deployed optimally to meet their measurement objectives, while 74% say they need third-party support, particularly to interpret results, translate them into budget or media recommendations, and execute measurement methodologies. To fill this gap, 93% of these marketers are relying on measurement tools built and hosted by media platforms to assess individual channels or campaigns.

AI is also becoming part of the measurement workflow, but marketers are primarily using it to augment, not replace, human expertise. Seventy-nine percent of brands use AI for measurement-related activities, yet only 16% say it plays a central role. The leading barrier to acting on AI-generated measurement insights is poor or inconsistent data quality.

The findings are based on Winterberry Group's survey of 121 enterprise-class brand marketers at the VP level and above, conducted July through August 2026 and commissioned by Lifesight as part of a broader research effort examining how brands measure, attribute, and optimize marketing performance across channels.

Lifesight is the Agentic Unified Marketing Measurement Platform, unifying causal marketing mix modeling, geo-based incrementality testing, and incrementality-adjusted attribution into a single platform. More than 300 global brands use Lifesight to measure true incremental impact across online and offline channels. Lifesight is independent of any media-buying platform and is built privacy-first, compliant with GDPR, HIPAA, SOC 2, and ISO 27001 standards. Learn more at Lifesight.io.