Over a third of brands ‘rarely’ measure marketing ROI
Some 34.2% of marketers rarely or never measure the return on their marketing investment, with almost half not understanding the link between results and decision making.
Marketers are neglecting some of the key metrics that could measure the effectiveness and value of their work.
Over a third (34.2%) of the more than 1,200 marketers responding to Marketing Week’s exclusive 2024 Language of Effectiveness survey, supported by Kantar, say their company rarely or never measures the ROI of its marketing spend.
Other metrics are also being ignored. Nearly four out of ten (39.7%) marketers rarely or never measure the extent to which a campaign has driven pipeline growth, or whether customer conversion rates have improved (39.2%) as a result of their marketing.
