Is This the Year Marketers (Finally) Master Measurement?

Is This the Year Marketers (Finally) Master Measurement?

Wakefield Research survey identifies the struggle of too much data, too little insight

Nine out of 10 marketers admit that their organizations have invested a lot in data collection, but not enough in the measurement and analytics necessary to use that data to its full potential. That’s why companies are struggling to prove the value of their marketing, with 86% of executives not being able to accurately measure the influence of their campaigns on conversions.

These findings come from a survey of more than 500 B2C marketing, media and advertising executives by Wakefield Research and sponsored by LiveRamp. A new report, “Looking to Improve ROAS, Organizations Shift Focus from Data Collection to Measurement Optimization in 2024” explores the measurement challenges organizations face and how they will overcome them.

Key findings include:

  • The focus for 2024: 76% of executives cited improving campaign performance measurement and analytics as a top priority in 2024.
  •  ROAS is crucial: 97% of survey respondents agreed that it is difficult to demonstrate the impact of their campaigns without being able to accurately show ROAS.
  • So much data: Organizations are using an average 28 data sources to measure the impact of their marketing investments.

The data is clear: Marketers need to make measurement and analytics their 2024 priority. Download the research report.

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