ARF's Fuguitt sounds "code-red" alert at Audience Measurement conference

Geoffrey Precourt
Warc

Gayle Fuguitt, president/ceo of the Advertising Research Foundation (ARF), kicked off the organization's annual Audience Measurement conference with two powerful pieces of news.

Photo Credit: Photo by Rohanna Mertens

According to a pair of studies – the ARF's 2014 "MMM Survey" and the "February 2014 CMO Survey" from McKinsey & Co, the American Marketing Association and Duke University respectively – she reported that:

  • More than 70% of marketers agree they are now being held to higher standards of accountability;
  • The investment in analytics as a percentage of marketing budgets is projected to increase by 72% (from 7% to 12%) over the next three years.