Seeing the forest through the trees. Or how holistic measurement creates a clear path through the marketing maze

Creation of a truly unified marketing measurement and optimisation framework is now highly achievable through automated data collection and applying AI.
23 August 2023

Analytics Business Consultant, Kantar, Netherlands


Global Brand and Media Analytics Lead, Kantar, EMEA

The rise of digital advertising and performance marketing has provided marketers with real-time, measurable ways to buy, track and optimise media. This led to the notion that measuring the direct response of digital media was enough to ensure marketing effectiveness and guide marketing strategy. Yet overlooking the long-term effect of brand on your sales is a detrimental consequence of not paying attention to brand building.

We have interviewed more than 30 senior professionals across EMEA focusing on marketing effectiveness in their organisations to uncover a few reasons for this phenomenon and suggest ways to address the problem in a constructive way.
To be able to create a truly unified marketing measurement and optimisation strategy, marketing budget setting needs to:

- Treat the whole marketing environment in its complexity, from strategic elements to control over media territories
- Reallocate budget on a tactical level across publishers, formats and target audiences 
- Provide a comprehensive and multidimensional approach to budget allocation

Related solutions
A modern, disruptive measurement approach changing the way marketeers think, evaluate and influence their marketing performance and KPIs. LIFT ROI provides actionable campaign  insights to strengthen marketing and media decisions.