Marketers are still too focused on littering their marketing measurement plans with campaign delivery and digital vanity metrics. Without focusing on the metrics that matter, it’s going to be very hard to turn around the decline in marketing effectiveness seen in the DMA (Data & Marketing Association) UK Effectiveness Databank over the last couple of years. Recently published insight in the DMA CMO Measurement Toolkit also reveals that: 1. Only 8% of effectiveness metrics used by marketers relate to the business effects that the board room are so concerned with. Are you measuring what matters to your CEO and CFO? 2. Marketing effectiveness is below pre-pandemic levels for the second year running, driven by…. 3. …performance marketing effectiveness declining by over 60% in the past two years. Is there only so much short-term response we can stimulate from consumers when times are tough? 4. However, those who are investing in stimulating future demand through brand activity are doing so better than ever, with the number of brand effects nearly doubling over the past two years. Download link to the CMO Measurement Toolkit and supporting WARC article in the comments below. If you have any questions or want to delve deeper into the data by channel, advertiser sector or campaign objective, then do get in touch with myself or Rachel Aldighieri #effectivemarketing #measurementandanalytics #marketingeffectiveness #measurement #measurewhatmatters #performancemarketing #directresponse #brandbuilding #advertisingandmarketing
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