Brands are struggling to turn the terabytes of performance data they gather about their content, campaigns, and audiences into meaningful insights and actions, Marketing Performance Measurement (MPM) is the best-in-class practice of aggregating and analyzing marketing performance data across multiple channels (e.g., paid, owned, earned), this sophisticated process delivers a competitive advantage to brands by quickly identify meaningful insights that improve marketing performance.

The key finding in the “Mastering Marketing Measurement, 2017”:

• Over than 80% of respondents indicated that their organization will increase their focus on marketing performance measurement in 2017 and 50% intend on making modifications to their measurement infrastructure in the coming year.
• 98% believe that data-driven marketing is not a fad will pass.
• 52% of respondents use a combination of internal and external resources to manage their marketing performance data, while 40% use only internal resources.
• 49% of basic organizations place a priority on tracking media spend, while 51% place a priority of understanding the ROI of media spend, compared to 100 % of innovators.

                                               A Figure Shows The Brands That Work With Third Parties To Manage Data.

Methodology:

A total of 252 digital marketers at leading brands (from Fortune 500 companies) across a variety of industries completed the 2017 online survey conducted by Brand Innovators, in conjunction with Origami Logic. From the respondents, 15 % were senior level (SVP level or above), 58 % were VP/director/manager level, and 27 % were other. Most of the companies surveyed spend less than $10 million on marketing.