Industry measurement metrics fail to reflect marketing effectiveness

A significant proportion of current industry measurement metrics highlight campaign delivery performance rather than true measures of effectiveness, a new report finds.

The details 

• There is no common language around campaign measurement: the DMA’s ‘Meaningful Marketing Measurement 2021’ report found 167 different methods of articulating campaign results being employed.
• Of these 167 measures, 59% related to response, brand and business measures; 41% related to campaign delivery measures (that obscure the true picture of campaign impact).

Why it matters

When it comes to campaign evaluation and post-campaign reports, the aspiration should be for 100% of campaign effectiveness measures to relate to response, brand or business impact. 

Key quote 

“The ability to connect campaign activity to business effects that are meaningful to the board is what sets great marketing teams apart” – Jonathan Beeston, Product Marketing Director, EMEA, Marketing Cloud at Salesforce. 

Background

The study is based on analysis of the DMA’s Intelligent Marketing Databank which contains five years’ of entries to the DMA Awards.

Sourced from DMA