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

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.