Consumers’ omnichannel habits make marketing measurement problematic. It’s time to rethink what measures matter.

Marketing measurement has gone from difficult to, in some cases, practically impossible.

Consider: According to Forrester Research, 68% of customers use Internet-connected devices while watching TV. “This makes measuring extremely difficult,” Forrester analyst Tina Moffett said during her session at Forrester’s 2015 Forum for Marketing Leaders.

Analytics could help—if more marketers took advantage of them. Moffett cited research from Forrester’s recent CMO survey revealing that only 16% of marketers say their company is leveraging marketing analytics to answer its most challenging marketing questions all of the time; 53% say some of the time; and 31% say none of the time. Further, only 10% of respondents say their company effectively integrates customer information across purchasing, communications, and social media channels; 57% claim to do so somewhat; and 33% not at all.

Moffett reminded attendees that they have to measure effectively, but also have to optimize and react quickly. “Only 26% of marketers use attribution models to understand customer behavior,” she said. “It’s a missed opportunity for the rest.” Understanding customers, she said, lowers the cost to serve and improves customer engagement.

Her recommendation is to move from marketing attribution to customer journey measurement and then to contextual measures that allow marketers to understand performance.

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