Dive Brief:
- Nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average, according to joint research from Brand Innovators and Origami Logic made available in a news release.
- Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.
- Inhibitors to the adoption of high-level marketing measurement include the complexity of managing the necessary infrastructure (52%), integrating data from different activities (49%) and struggles with internal resource alignment (47%).
Dive Insight:
One of digital media's big promises is offering more granular, specific insights into marketing efforts, but the study from Brand Innovators and Origami Logic underscores how the channel's complexity often makes implementing and gauging accurate measurements a huge obstacle. It's a problem that's seriously shaken up the industry and lead to a demand for more standardization, media accreditation and also an overall clean up of the digital media supply chain to further transparency.
To that end, Brand Innovators and Origami Logic's research also found that 80% of brand marketers said their organizations would increase the focus on marketing performance measurement this year.
Even though most brand marketers see themselves as average at best in their marketing measurement practices, Marc Sternberg, co-founder of Brand Innovators, saw a bright spot, noting that, while there is room for improvement, marketers are also well aware of the challenges they have to address.
