We surveyed marketing professionals to get opinions from those dealing with three hot topics: Commerce Media, Creative AI, and Media Measurement. We learned that there are measurement opportunities to be realized.
Though the respondents were based in the U.S. the findings apply to other markets and cover universal questions for all
Performance Marketers.
You're not truly measuring impact if you’re not unifying attribution, incrementality, and MMM. You’re simply guessing. At best you're leaving money on the table for competitors, and at worst, burning your hard-earned marketing dollars.
Dane Buchanan
Chief Data & Analytics Officer, M+C Saatchi Performance
Key Takeaways
- One-third of those surveyed do not have an established measurement framework in place.
- 92% would find a single measurement platform beneficial to unlock better planning and budget justification.
- 56% of respondents have established Media Mix Modeling (MMM).
- 60% said they manage Media Mix Models in-house.
- Of those who have not adopted MMM, only 24% are doing incrementality or geo-lift testing.
Creatives
Highlights
Fragmented tools and methodologies lead to disconnected insights. A single framework brings clarity and improves decision-making.
Attribution, Incrementality, and Media Mix Modelling can be used together to give a complete view of media impact.
Only 24% of MMM users validate results with geo-lift or holdout testing - it’s a massive potential blind spot.
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