Engagement By Engagement points me to Ten Mega Trends Transforming Marketing Measurements

They sound reasonable:

  1. Digital Network Adoption
  2. Attention Erosion
  3. Speed of Measurement
  4. Democratization of data and analytics
  5. Observational Measurements
  6. Unstructured Data
  7. Beyond Demographics
  8. Customer centric measurements and planning
  9. Data integration comes of age
  10. Reevaluating relationships with whom and what we measure

More detail on the linked website, well worth a read.

(Well, apparently, it was originally posted here by the author)