It is no wonder that so much attention is now being paid to how marketing activities, channels and messages perform – and how it is all measured. The publication of the Association of National Advertisers’ (ANA) initial Media Transparency Report shed some light on this issue with regards to agencies and their clients. Since the quality of the data has important implications, brands should take a ‘zero trust’ approach to the performance data they see. Video and mobile will exacerbate measurement challenges The digital video marketing ecosystem is going through a significant transformation. Attribution will no longer be a shiny object Attribution solutions are not a silver bullet to understanding channel performance. Many have even started to question whether accurate attribution can ever be attained, and those in pursuit of making it happen recognise that it isn’t easy. Recent research by IDG shows that organisations are facing major challenges when trying to implement attribution solutions – from data collection/centralisation and reporting accountability/accuracy, to process assessment and deciphering actionable insights. Before getting started on implementing an attribution solution, organisations need to first establish a data foundation and measurement framework that addresses the challenges being faced. In 2017, AI and ML will play an increasing role in marketing performance measurement in two specific areas. Second, AI and ML will help automate the formulation of insights and recommendations to accelerate the cycle between an event and an appropriate action being taken.
Marketers now face an increasingly diverse set of challenges. On one hand, they are pushing out messages at a breakneck pace to a continually fragmenting number of digital channels. At the same time, they have never had more pressure to be accountable in pursuit of return of investment (ROI). It is no wonder that so much attention is now being paid to how marketing activities, channels and messages perform – and how it is all measured.
In 2017, there will be a bigger spotlight on marketing performance and measurement. We predict:
Trust will deteriorate
The quality of the data that is used to determine the performance of marketing activities came under the microscope in 2016. The publication of the Association of National Advertisers’ (ANA) initial Media Transparency Report shed some light on this issue with regards to agencies and their clients. Facebook admitted to a series of mistakes that it found with metric calculations.
Since the quality of the data has important implications, brands should take a ‘zero trust’ approach to the performance data they see. They should no longer assume that the data is right. They should put systems, processes and people in place to verify the performance data on their own.
Video and mobile will exacerbate measurement challenges
The digital video marketing ecosystem is going through a significant transformation. Brands are now posting videos natively on social channels like Facebook, Instagram, Snapchat and Twitter. Videos can now be inexpensive to produce, particularly live videos. And, most significantly, recent research from the Advertising Research Foundation has shown that advertisers are experiencing a video advertising ROI on mobile devices that is more than two times that on…
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