I guess this proves the 'what gets measured gets managed' quote.


1. Performance marketing effectiveness declined for the third year running in 2023.

2. Sub-standard measurement of short-term activity was a key contributing factor.

3. 38% of the metrics being used to measure results are less meaningful campaign delivery and digital vanity metrics as opposed to meaningful business, brand and response effects.

4. Campaigns which avoid focusing on less meaningful campaign delivery effects record a 67% uplift in business effects on average.

5. Those who invest in best practice measurement (such as MMM, MTA, brand measurement and incrementality tests) generate 42% more effects on average.

6. Best practice measurement is linked to a culture of effectiveness and drives future campaign performance through shared learnings applied via a unified measurement framework.

These are just some of the key findings released today in the DMA (Data & Marketing Association) UK’s Value of Measurement report – a study that draws upon insight from over 1,500 campaigns in the DMA’s Effectiveness Databank.

Thanks to our sponsors at JICMAIL we launched to a packed room at the Goldsmith’s Centre this morning and heard from a range of fascinating speakers about their approach to measurement and reporting: Jenny Biggam, Iain Noakes, Roy Patel and Joy Talbot. Big thanks to our chair (and incoming chair of the DMA) Tony Miller.

To reverse the decline in performance marketing measurement and to boost brand performance further, defending and growing measurement budgets by placing a tangible value on measurement is crucial.

Report link in the comments below!

measurement performancemarketing brandbuilding metrics effectiveness marketingandadvertising

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