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Meaningful metrics and capability building: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From marketers focusing on “digital vanity metrics” to the hallmarks of an effective leader, it’s been a busy week. Here is my take.
Made to measure
According to a survey by consultancy Plural, the results of which we published this week, almost half of the 140 marketing leaders surveyed identified marketing analytics and attribution platforms as priority investment areas in the second half of 2024.
Assuming other reports and anecdotal evidence that budgets are heading south have it right, then that’s many companies spending less on marcomms and more on determining the impact of what’s left.
