State of Growth & Value Based Optimization

Discover the latest trends for growth and value based marketing

Explore industry trends and challenges, and discover key insights into marketers’ top priorities for their 2025 strategies.

With rising competition, shifting budgets, and emerging technological opportunities, we explore how marketers are approaching value optimization and growth as they head into 2025. This analysis highlights key topics marketers are reflecting on from 2024 and how these insights are shaping their strategies for the coming year.

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Our reports dive into key trends

Value Optimization Takes Center Stage

Marketers are increasingly focused on value-based optimization as a core strategy for 2025, shifting away from purely cost-driven approaches.

Emerging Channels for 2025

TikTok, TV, and podcasts are gaining traction as key channels marketers plan to invest in, reflecting a broader diversification of marketing efforts.

Challenges with Predictive Modeling

Despite growing adoption, marketers report significant challenges with predictive modeling, particularly around ROI measurement, accuracy, and integration with ad networks, signaling room for improvement in campaign optimization.