Market share and measuring ROI: 5 interesting stats from Language of Effectiveness 2024
From ROI blindspots to short-termism on the rise, Marketing Week’s Language of Effectiveness data suggests work is needed to cement effectiveness within business culture.
Less than half of marketers say effectiveness is a ‘well-defined’ function
Marketers often worry the wider business fails to grasp the importance of effectiveness. However, could the way organisations are structured be part of the problem?
Less than half (44.6%) of the more than 1,200 marketers taking part in Marketing Week’s 2024 Language of Effectiveness research, supported by Kantar, agree marketing effectiveness is a well-defined function within their business, with a clear structure, chain of accountability and detailed processes in place.
Furthermore, fewer than half of respondents (47.1%) say they are happy with the analytics available to them when it comes to examining the effectiveness of creative.
