New TransUnion Research Reveals Marketers’ Confidence in Measurement Has Stalled
TransUnion (NYSE: TRU) and EMARKETER released survey findings on Oct. 21, 2025 showing marketers’ confidence in measurement has stalled despite rising data and tool adoption. The study of 196 U.S. marketers found 62% have some confidence in metrics, 54% saw no change YoY, and 14% reported declining confidence.
Key pressures: 60% face internal stakeholder skepticism, ~29% said up to 20% of budgets were reallocated over measurement doubts, and ~30% face moderate-to-significant cuts to measurement budgets. Adoption trends include 50% adopting/plan to adopt AI and 47% planning greater marketing mix modeling spend next year.
TransUnion (NYSE: TRU) e EMARKETER hanno pubblicato i risultati di un sondaggio il 21 ottobre 2025 che mostrano che la fiducia dei markete r nella misurazione si è fermata nonostante l'aumento dell'adozione di dati e strumenti. Lo studio su 196 marketeer statunitensi ha rilevato che 62% hanno una certa fiducia nelle metriche, 54% non hanno rilevato cambiamenti rispetto all'anno precedente, e 14% hanno riportato una diminuzione della fiducia.
Principali pressioni: 60% affrontano scetticismo da parte degli stakeholder interni, circa 29% hanno dichiarato che fino al 20% dei budget sono stati riallocati a causa dei dubbi sulla misurazione, e circa 30% affrontano tagli da moderati a significativi ai budget per la misurazione. Le tendenze di adozione includono 50% che hanno adottato o prevedono di adottare l'IA e 47% che pianificano una maggiore spesa per la modellazione del marketing mix l'anno prossimo.
TransUnion (NYSE: TRU) y EMARKETER publicaron resultados de una encuesta el 21 de octubre de 2025 que muestran que la confianza de los mercadólogos en la medición se estancó a pesar del aumento de la adopción de datos y herramientas. El estudio de 196 mercadólogos estadounidenses encontró que 62% tienen cierta confianza en las métricas, 54% no vieron cambios interanuales, y 14% reportaron una confianza en descenso.
Presiones clave: 60% enfrentan escepticismo de los stakeholders internos, ~29% dijeron que hasta el 20% de los presupuestos se reasignaron por dudas de medición, y ~30% enfrentan recortes moderados a significativos de los presupuestos de medición. Las tendencias de adopción incluyen 50% adoptando o planificando adoptar IA y 47% planeando aumentar el gasto en modelado de mezcla de marketing el próximo año.
TransUnion (NYSE: TRU) 와 EMARKETER는 2025년 10월 21일 설문 조사 결과를 발표했으며, 데이터 및 도구 채택이 증가하고 있음에도 측정에 대한 마케터의 자신감이 둔화되었다고 밝혔다. 미국 내 마케터 196명을 대상으로 한 연구에서 62%는 지표에 대해 어느 정도의 자신감을 보였고, 54%는 전년 대비 변화가 없었으며, 14%는 자신감이 감소했다고 보고했다.
주요 압박 요인: 60%가 내부 이해관계자의 회의론에 직면했고, 약 29%는 측정 의심으로 예산의 최대 20%까지 재배정되었다고 말했다, 약 30%는 측정 예산이 중간에서 크게 삭감될 것이라고 밝혔다. 채택 동향으로는 50%가 AI를 채택 중이거나 채택할 계획이며, 47%는 내년 마케팅 믹스 모델링 지출을 늘릴 계획이다.
TransUnion (NYSE: TRU) et EMARKETER ont publié le 21 octobre 2025 les résultats d'une enquête montrant que la confiance des marketeurs dans la mesure est restée stagnante malgré l'augmentation de l'adoption des données et des outils. L'étude portant sur 196 marketeurs américains a révélé que 62% ont une certaine confiance dans les métriques, 54% n'ont pas constaté de changement d'une année sur l'autre, et 14% ont déclaré une confiance en baisse.
Pressions clés : 60% font face au scepticisme des parties prenantes internes, environ 29% ont déclaré que jusqu'à 20% des budgets ont été réaffectés en raison des doutes sur la mesure, et environ 30% font face à des réductions modérées à importantes des budgets de mesure. Les tendances d'adoption incluent 50% qui adoptent ou envisagent d'adopter l'IA et 47% qui prévoient d'augmenter les dépenses de modélisation du mix marketing l'année prochaine.
TransUnion (NYSE: TRU) und EMARKETER haben am 21. Oktober 2025 Umfrageergebnisse veröffentlicht, die zeigen, dass das Vertrauen der Marketer in Messungen trotz zunehmender Daten- und Tool-Adoption stagniert. Die Studie von 196 US-Marketers ergab, dass 62% ein gewisses Vertrauen in Metriken haben, 54% im Jahresvergleich keine Veränderung sahen und 14% von rückläufigem Vertrauen berichteten.
Wichtige Belastungen: 60% sehen internem Stakeholder-Skepsis gegenüber, ca. 29% gaben an, dass bis zu 20% des Budgets aufgrund von Messzweifeln umverteilt wurden, und ca. 30% stehen vor moderaten bis signifikanten Kürzungen der Messbudgets. Adoptionstrends schließen ein, dass 50% KI übernehmen bzw. die Einführung planen und 47% im nächsten Jahr mehr Ausgaben für die Marketing-Mix-Modellierung planen.
TransUnion (NYSE: TRU) و EMARKETER نشرتا نتائج استبيان في 21 أكتوبر 2025 تبين أن ثقة المسوقين في القياس توقفت رغم زيادة الاعتماد على البيانات والأدوات. وجدت دراسة شملت 196 مسوقاً أميركياً أن 62% لديهم بعض الثقة في القياسات، 54% لم يروا تغييرا على أساس سنوي، و 14% أبلغوا عن انخفاض الثقة.
الضغوط الرئيسية: 60% يواجهون شكوك أصحاب المصلحة الداخليين، و ~29% قالوا إن حتى 20% من الميزانيات أعيد تخصيصها بسبب شكوك القياس، و ~30% يواجهون تخفيضات معتدلة إلى كبيرة في ميزانيات القياس. تشمل اتجاهات الاعتماد 50% الذين اعتمدوا أو يخططون لاعتماد الذكاء الاصطناعي و 47% يخططون لزيادة الإنفاق على نمذجة مزيج التسويق في العام القادم.
TransUnion (NYSE: TRU) 与 EMARKETER 于2025年10月21日发布调查结果显示，尽管数据和工具的采用在增加，营销人员对衡量的信心却停滞不前。对196名美国营销人员的研究发现，62% 对指标有一定信心，54% 与上年相比没有变化，14% 报告信心下降。
主要压力：60% 面临内部利益相关者的怀疑，约 29% 的人表示由于衡量的怀疑，预算中高达20%的部分被重新分配，约 30% 面临衡量预算的中到大幅削减。采用趋势包括 50% 已经采用或计划采用人工智能，47% 计划明年增加在市场组合建模上的支出。
- 50% adopted or plan to adopt AI for reporting
- 47% plan to increase marketing mix modeling spend next year
- 67% prioritize incremental ROI as top measurement goal
- 54% reported no improvement in measurement confidence YoY
- 14% said confidence in measurement declined
- ~29% reported up to 20% of marketing budgets reallocated due to measurement doubts
- ~30% face moderate-to-significant cuts to measurement and analytics budgets
AI Adoption and long-term ROI strategies on the rise as most marketers face internal skepticism
CHICAGO, Oct. 21, 2025 (GLOBE NEWSWIRE) -- Marketers’ confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion (NYSE: TRU) and EMARKETER.
The study, The True Cost of Trust in Marketing Measurement, surveyed 196 U.S. marketers and found that while most (
"Marketers have access to more data than ever before, yet effective and trustworthy measurement is getting harder—not easier—to come by," said Brian Silver, Executive Vice President of Global Marketing Solutions at TransUnion. "A lot of that comes down to chaos we're seeing in marketing today. More channels and touchpoints create new opportunities, but also new challenges to getting a unified view of marketing performance."
Internal Skepticism Is Putting Budgets at Risk
The research highlights that
Because of that increased pressure, proving performance has become critical:
Fragmentation Undermines Trust
Marketers cited siloed and incomplete data (
"The key to unified measurement is unified data, and that starts with breaking down the walls between systems that were never designed to work together," said Jeremy Rose, Head of Unified Marketing Measurement at Bayer. "Interoperability is the ability for data to move between platforms and systems in a consistent, usable way, and it is no longer optional given the complexity of today’s marketing ecosystem."
Budgets Drive AI Adoption and Long-Term Strategies
With nearly
At the same time, dissatisfaction with existing measurement technology (
"The days of monolithic measurement are over," Silver added. "The most effective measurement strategies are going to feature AI-enabled data collection and data management, which will serve as a foundation for bringing together core methodologies, like MMM, MTA, and incrementality testing."
The full report, The True Cost of Trust in Marketing Measurement, is available now. For more information, click here.
About the Survey
This survey was developed and fielded by EMARKETER in collaboration with TransUnion in July 2025. It surveyed 196 US marketing professionals to understand their confidence in marketing measurement, identify key challenges, and gauge the adoption of specific measurement methodologies.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg |
| TransUnion | |
| E-mail | david.blumberg@transunion.com |
| Telephone | 312-972-6646 |
FAQ
What did TransUnion (TRU) research find about marketer confidence in measurement on Oct. 21, 2025?
How is measurement skepticism affecting marketing budgets according to the TRU study?
What share of marketers told TransUnion they plan to increase spending on marketing mix modeling (MMM)?
How common is AI adoption for measurement among marketers in the TransUnion report?
What measurement priorities did the TRU/EMARKETER study identify for marketers?
