Meaningful Marketing Measurement 2022

As marketing professionals, we should be constantly striving to discover new and rich data sources to contribute to our understanding of marketing effectiveness and how effectively we are measuring the effectiveness of those campaigns.

Our second annual Meaningful Marketing Measurement report, in partnership with Salesforce, highlights key effectiveness insights from the DMA’s Intelligent Marketing Databank.

Built on the foundations of over 1,050 entries to the DMA Awards (dating back to 2017), the Databank provides a perspective on the evolution of marketing effectiveness in recent years. The insights span brand and response campaigns, retention and acquisition campaigns, and single to multi-channel campaigns.

A key finding from this year’s report is that marketing effectiveness has declined by 23% in 2021. The average campaign generated 2.4 effects in 2021, down from 3.1 effects in 2020 – the highest figure recorded since 2017.

Another key issue highlighted by the report is that many marketers are measuring metrics that are most accessible, not what really matters to the business. For this to change, there must be a more unified approach adopted across the industry – including a framework to understand the true value of marketing’s success.

Delve into this analysis of the Intelligent Marketing Databank to learn more about:

• The industry’s current measurement challenges
• What marketers can do to overcome them
• What the DMA is doing to help