Marketers Struggle To Assess Marketing Performance

Marketers Struggle To Assess Marketing Performance

Less than one in five marketers are very confident in their ability to integrate data for insights.

Failure to understand cross-channel behaviour and uncertainty around optimising media investment are the biggest challenges to assessing marketing performance.

This is the key finding of Kantar’s new annual state of marketing study, Getting Media Right released today based on input from 468 senior marketers globally across advertiser brands, media companies and agencies.

Kantar Australia head of media and digital Mark Henning said many marketers are missing opportunities for growth.

“40 per cent of marketers globally are still using ROI measurement approaches primarily focused on short term-sales; yet only eight per cent believe short-term sales is the most important approach to ROI.

“Focusing only on short-term sales can result in marketers understating the true ROI of their marketing efforts.”

The report also shows that despite the plethora of data we have available to us in the digital world, less than half of advertisers are confident in their ability to create insights from this data.

Even within agencies and media, less than 20 per cent are ‘very confident’, indicating the industry is struggling to manage all the data that is available.

“Creating insights is dependent upon pulling together the right information and tools to monitor and optimise campaigns, yet marketers are struggling to connect the dots on performance across channels,” adds Henning.

Key findings

  • 78 per cent strongly or somewhat agree that it is difficult to assess how well brands perform across channels.
  • 47 per cent have moved the optimisation process up earlier in their campaigns than last year, with most now starting in the ideas and strategy phase.
  • Female marketers are leading the charge on earlier optimisation – half indicated it has moved earlier in the campaign lifecycle (versus 44 per cent of male marketers)
  • Advertiser confidence in their media mix has grown slightly from last year,but 45 per cent are still not confident that their organisation has the optimal media mix

Kantar global head of media, insights division Jane Ostler said: “Marketers should aim for the best of all worlds. They need to create a framework to monitor impact on business AND brand metrics while harmonising measurement tools and insights to improve performance across all channels.

Getting Media Right is a clear indication that marketers are continuing to struggle with measuring and proving ROI, primarily due to their approach.”

Now in its fifth year, Getting Media Right examines the current state of marketing in a connected world.

It reveals an industry that continues to diversify its media usage and increasingly requires better understanding of how ideas, content and media need to be activated in tandem to create holistic marketing that drives brand growth.

The new 2018 report can be downloaded here.




Please login with linkedin to comment

getting media right marketers

Latest News

JOLT Appoints Former Vicinity Centres Alicia Proebstl As Group Sales Manager
  • Advertising

JOLT Appoints Former Vicinity Centres Alicia Proebstl As Group Sales Manager

JOLT has announced the appointment of Alicia Proebstl as its new group sales manager in Melbourne, driving out-of-home and digital advertising solutions for its growing Victorian and South Australian client base. In the role, Proebstl will be responsible for managing end-to-end media sales across JOLT’s Melbourne client base, while also growing market share and revenue. […]

NAB’s New Brand Campaign Flexes To Target Gen Z Via TBWA\Melbourne & Mindshare
  • Campaigns

NAB’s New Brand Campaign Flexes To Target Gen Z Via TBWA\Melbourne & Mindshare

NAB, together with TBWA\Melbourne and Mindshare, has unveiled the next iteration of the recently launched ‘Wrangle Your Money’ campaign. The new work is specifically tailored for Gen Z and is in response to young Australians feeling the ongoing cost-of-living crisis the hardest. Recent findings from ASIC reveal that 82% of Gen Z, in contrast to […]

“Intrinsically I’ve Always Had Giving At My Heart”: UNICEF’s Zunilka Whitnall On Making A Positive Social Impact
  • B&T Exclusive

“Intrinsically I’ve Always Had Giving At My Heart”: UNICEF’s Zunilka Whitnall On Making A Positive Social Impact

Zunilka Whitnall is a force to be reckoned with. The daughter of immigrant parents who desires to leave a legacy for her own children, Whitnall is passionate about evoking positive social change, not just financial. As the innovation, new products, and senior partnership specialist lead at UNICEF Australia, Zunilka cuts through the noise to achieve […]

AI-Powered ROI: The Retail Marketing Revolution
  • Partner Content

AI-Powered ROI: The Retail Marketing Revolution

In this op-ed, Jonathan Reeve, vice president of APAC for Eagle Eye, unpacks the power of AI for ROI in retail marketing. With AI, we’re on the verge of achieving retail marketing’s holy grail: true one-to-one personalisation. This is crucial because recognising the individuality of each shopper and delivering a custom retail experience that reflects […]

Partner Content

by B&T Magazine

B&T Magazine