Measurement investments haven’t simplified ad decisions
Marketers are failing to fully leverage the potential of measurement tools.
1Impact of measurement investments
Marketers are struggling to fully benefit from their significant investments in measurement tools. According to a new report by Ebiquity and the World Federation of Advertisers, only 15% consider measurement data a primary factor in budget decisions.
2Organizational hurdles
The report suggests marketers lack the organizational rigor and speed needed to realize the potential of measurement tools. As decision-making cycles compress, insights often arrive too late to act upon.
3Challenges of new channels
Investments in channels like retail media, connected TV, influencer marketing, and AI-powered search are outpacing the infrastructure designed to measure their performance.
4Automation efforts
Marketers are turning to automation, but 67% rate their maturity in this area as low. Automation plays a critical role in speeding up decision-making processes.
5Misalignment with CFOs
There is a disconnect between marketers and CFOs on the definition of marketing effectiveness. Only 14% of companies report alignment between these two groups.
6Future competitive advantage
As new channels emerge and scrutiny of marketing investments intensifies, the ability to turn evidence into action could become a defining competitive advantage for modern marketing organizations.
Original article: Marketing Dive — Ölçüm yatırımları reklam kararlarını kolaylaştırmadı