Marketers say their trust in measurement is stalled | MarTech

"Marketers' confidence in measurement has plateaued at a time when it should be rising, according to new research from TransUnion and eMarketer. The research, "The True Cost of Trust in Marketing Measurement," found 62% of the marketers surveyed have some confidence in their performance metrics, but 54% reported no change in confidence year over year, while 14% said it has actually declined."

"The increased pressure means proving performance is critical: 67% of the respondents now prioritize incremental ROI, followed closely by aligning marketing metrics to business outcomes (66%) and improving cross-channel attribution (55%). The marketers in the survey cited siloed and incomplete data (49%), cross-channel deduplication issues (48%) and walled-garden reporting limitations (41%) as their top barriers to accurate measurement. Nearly 30% of marketers are facing moderate to significant cuts to measurement and analytics budgets, and many are turning to AI to sustain capabilities, the research found."

"Half of respondents adopted or plan to adopt AI or machine learning to automate reporting, with 40% citing data analysis and reporting as the top use case. At the same time, the survey found dissatisfaction with existing measurement technology (26%) is prompting long-term investment: nearly half (47%) plan to increase spend on marketing mix modeling (MMM) in the next year, while 35% expect to increase investment in multitouch attribution (MTA). The research surveyed 196 U.S. marketers."

62% of marketers report some confidence in performance metrics, while 54% report no year-over-year change and 14% report declining confidence. Sixty percent say internal stakeholders sometimes question metric validity, and nearly 29% report up to 20% of marketing budgets have been reallocated or put at risk due to measurement doubts. Sixty-seven percent prioritize incremental ROI, 66% aligning metrics to business outcomes, and 55% improving cross-channel attribution. Top barriers are siloed or incomplete data (49%), cross-channel deduplication (48%), and walled-garden reporting limits (41%). Nearly 30% face cuts to measurement budgets; half plan or have adopted AI for reporting, with 40% using it for data analysis. Dissatisfaction with current technology (26%) is driving investment in MMM (47%) and MTA (35%). The survey sampled 196 U.S. marketers.

Read at MarTech