Measuring effectiveness in marketing has always been a challenge as marketers look to tangibly demonstrate ROI across multiple channels and executions and prove their worth. The loss of visibility through phasing out of third-party cookies and privacy changes like Apple’s App Tracking Transparency (ATT) has added complexity too. So, it’s no wonder the proportion of marketers putting econometrics into practice to measure campaign outcomes has risen to 45.9%, according to Marketing Week’s annual report, ‘The Language of Effectiveness.’
Less than half (44.6%) of the more than 1,200 marketers taking part in the research for the report agree marketing effectiveness is a well-defined function within their business, with a clear structure and detailed processes. Furthermore, fewer than half of those surveyed say they are happy with the access to analytics they have when measuring the effectiveness of marketing campaigns.
Our exclusive partnership with The Brand Experience Group (BXG) gives access to a transformational analytics platform that is proven to deliver actionable insights for marketers. The Market ContactAudit (MCA®) platform allows marketers to analyse data from multiple touchpoints by converting data into a single unified currency and informs better decision making and budget allocation. We also look at the voice of your consumer to help you measure and track consumer brand experience.
If you would like to learn more, please fill in your details below to receive A Guide To The Brand Experience Group. Alternatively, we hosted an interactive webinar on how to improve your marketing effectiveness using this analytics platform which you can download here.
