MARKETERS ‘PREOCCUPIED WITH WRONG EFFECTIVENESS METRICS', STUDY FINDS

Summary from the TLDR Marketing newsletter

Marketers have been overly focused on less meaningful campaign metrics. Despite 92% of marketers claiming to distinguish these effects, 39% of metrics used in 2023 were less meaningful. Campaigns that avoid using campaign delivery effects in their reporting see a 67% improvement in business results. More effective measurement methods include attribution modeling, brand tracking, and econometrics. KPIs should ultimately align with campaign objectives, document benchmarks, targets, performance, and key learnings for future testing.