Marketers are yet again under pressure to get the most bang for their marketing buck, and media budgets will be viewed through a critical effectiveness lens as recession sets in.

Why it matters

Marketing budgets see more scrutiny in economic downturns, especially when companies need to cut costs. To protect investment, marketers will need to focus on effectiveness for every dollar spent.

That's according to Patrick Mazzotta, a managing director at What’s Possible Group, who says that data and analytics will be the lingua francaof successful marketers in 2023. The impact of crumbling cookies will continue through 2023,...