Ebiquity releases new report on marketing performance measurement

by Ebiquity Marketing
Tuesday, 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, CRO at Ebiquity. “We believe this report illustrates data-driven marketing as a prerequisite to success in today’s marketplace.”

“The release of this new report, in our opinion, reflects one of Ebiquity’s key goals of leveraging partnerships in order to drive our clients’ understanding of the challenges marketers are facing, and to help inform how clients should respond to key market trends. In such a complex market, we think this report will help drive greater clarity for clients around performance measurement,” added Debbie Morrison, Managing Director of Partnerships and Events at Ebiquity.

To learn more and download the full report, click here.