‘Alarming signs’: Why are marketers ignoring ROI?
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a desire within the industry to push marketing effectiveness up the corporate agenda, measurement remains a tension point.
Over a third (39.7%) of the more than 1,200 marketers taking part in Marketing Week’s 2024 Language of Effectiveness research, supported by Kantar, say their company rarely or never measures the extent to which a campaign has driven pipeline growth.
Reacting to the stats, vice-president of marketing at education company Pearson, Rachel Exton, is adamant this situation needs to change quickly.
“We’ve come so far in terms of elevating marketing and these are some really alarming signs that we’ve taken our eye off the ball,” she argues.
