Marketers are failing to measure the full impact of their marketing investments: WARC [Video]

Delhi: As cookies are phased out and new measurement techniques come to the fore, 2024 will be a year defined by disruption, uncertainty and experimentation.

According to WARC data, only a small fraction of marketers (2%) are using the following measurement techniques in combination – marketing mix modeling (MMM), experiments, attribution – to assess the full impact of their marketing. 

As measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement, a report examining the latest trends and emerging best practices of marketing measurement. The report focuses on four key areas: AI and the growth of synthetic data, the demise of third-party cookies, hurdles in holistic measurement and closing the sustainability gap. 

Paul Stringer, Managing Editor Research and Insights, WARC, says: “Amidst the swirl of excitement around Gen AI, another significant inflection point is fast approaching. In Q3 of this year, Google …