As Forrester points out, marketers are frustrated with the slow turn-around time of marketing mix modeling and attribution, which deliver results only after the campaign is over. Marketers are frustrated that most reporting isn’t detailed down to individual creative message, media insertion and person-level, which makes it hard to know exactly what’s working, and how to improve results. Marketers want detailed results while their campaigns are live, so there is time to make changes. They want in‑campaign optimization.