Marketers have “new superpowers” of content creation and generative AI assistance going into 2025, according to Nicholas Holland, VP Product and GM Marketing Portfolio at HubSpot. However, they are also facing major hurdles in the form of highly convoluted customer journeys, the need to be present across a wealth of channels, and the need to […]
The marketing industry continues to be in a state of flux, and it is clear that the future of measurement and targeting will be one with less access to third-party cookies. Technical and regulatory requirements will continue to evolve to ensure the continued privacy of consumers is protected. What this means for marketers is an […]
In addition to the quality of creative and ability to understand its value, there are other key drivers that can help to influence campaign effectiveness. This chapter evaluates the importance of targeting approaches and how marketers can navigate targeting without having to rely on third-party cookies as access to them continues to decline. Targeting and […]
As part of developing a successful campaign, there some key drivers at the outset which can help to influence effectiveness, from the quality of the creative and understanding what works to targeting the right audience in the right channel. This section will explore the importance of creative effectiveness and the role that it plays in […]
Marketers that understand the key drivers of digital marketing effectiveness are already one step ahead. From culture and resources to investing in data and skills, this chapter explores how to create environments that are conducive to effectiveness, and how this supports measurement. Developing an Effectiveness Framework Selecting the right measurement approach will come down to […]
Taking into account the measurement approaches explored in this guide, this chapter sets out how companies can select the right approach for the business, and when it might make sense to adopt a hybrid approach. Choosing an approach There are many approaches available to marketers to consider when choosing a methodology for marketing measurement, from […]
Econometrics, also known as marketing mix modelling, has become a popular method of measurement in marketing. This chapter outlines the key benefits and challenges of this approach, and how marketers can implement it effectively. Econometrics/marketing mix modelling (MMM) Econometrics, or marketing mix modelling (MMM), is an approach that brings together data from a variety of […]
Controlled experiments and incrementality tests are used in many fields to assess effectiveness and enhance data-driven decision-making. The benefits and challenges of these approaches are explored in this chapter. Controlled experiments and incrementality tests Controlled experiments measure the impact of marketing by creating test and control groups, and then exposing them to different marketing messages, […]
Brand studies and panel-based methodologies are proving to be strong alternatives to third-party cookies. They are popular for a number of reasons, but not without their challenges, as this chapter explores. Brand studies After first-party data, according to Econsultancy’s Future of Marketing report, brand studies are the second most popular option being used and considered […]
Of all the measurement approaches to choose from, data clean rooms and partnerships give marketers the option to work with other partners to aggregate, anonymise and analyse data. This chapter outlines the benefits and challenges of each. Data clean rooms Data clean rooms (DCRs) have been suggested as the go-to alternative to cookie-based targeting that […]
The measurement approach a company selects will be influenced by a number of factors including their objectives, the marketing mix of channels they are using and available budget. ID-based solutions are an option to consider for targeting and measuring online behaviour, as explored in this chapter. ID-based solutions To help marketers understand what an individual […]
There is not one measurement method that will suit everyone, and a company should explore what approach best fits the business. This chapter focuses on two popular methods – attribution modelling and attention-based measurement – and explores the pros and cons of each. Attribution modelling One of the most popular approaches used by marketers to […]