Ebiquity releases new report on marketing performance measurement

Maigari Jinkiri

Maigari Jinkiri

January 15, 2019 - Leading independent media and marketing consultancy, Ebiquity, announces today that they are offering a new report featuring research from Forrester, a renowned research and advisory firm for business and technology leaders.

The report comprises a part of Forrester’s Marketing Measurement and Insights Playbook, which assesses market adoption of statistically-driven marketing measurement approaches, such as marketing mix modeling (MMM), algorithmic attribution, and unified measurement solutions. The report, downloadable here, concludes that:
- The market for statistically-driven marketing measurement will nearly double by 2023, growing to $2.1 billion.
- Client spend on marketing measurement remains modest as compared to the ROI it typically generates, with spend on marketing measurement at just 0.5% of major media spending and 0.2% of total marketing spending.
- The marketing performance measurement market is evolving quickly, yet the newest and most sophisticated approach, unified marketing measurement, is only adopted by 28% of the market.
- New market entrants will face a competitive environment, as 45% of marketers are already using advanced measurement to drive more effective marketing.

“In 2019 and beyond, marketers must move beyond reporting and guesswork, instead adopting a more sophisticated approach to measurement,” said Maigari Jinkiri [pictured], CRO at Ebiquity. “We believe this report illustrates data-driven marketing as a prerequisite to success in today’s marketplace.” More...