41% of current industry measurement metrics do not reflect marketing effectiveness

The Data & Marketing Association (DMA) has published the ‘Meaningful Marketing Measurement 2021’ report, the first in a series of analyses into marketing effectiveness, uncovered through examination of its new Intelligent Marketing Databank. The research reveals that 41% of current industry measurement metrics do not truly reflect marketing performance. Instead, they highlight campaign delivery performance, rather than true measures of effectiveness relating to response, brand and business effects. Built on the foundations of over 850 entries to the DMA Awards (dating back to 2017), the new Intelligent Marketing Databank provides…

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“Apprenticeships need to become part of the overall talent strategy – driven by the boardroom”

The Data & Marketing Association’s (DMA) talent function, DMA Talent, has published a new report into apprenticeships, supported by the DM Trust. DMA Talent interviewed senior professionals across the data and marketing industry to learn more about their usage of apprenticeships, what was working well and what challenges they faced, and how industry bodies like the DMA can help. The ‘Apprenticeships: The Hidden Potential’ report reveals key insights into what is limiting apprenticeship uptake across the data and marketing industry, as well as the opportunities that they can bring to…

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Data & Marketing Association joins Race Equality Matters UK campaign

The Data & Marketing Association (DMA) can announce a new partnership with not-for-profit organisation Race Equality Matters, which will seek to achieve racial equality in the workplace. A key part of this partnership will see the DMA help fund and support Race Equality Matters’ campaign to empower ethnic minority employees and provide individuals, organisations, and networks with the insight, tools and resources to drive effective action for sustainable change. The DMA joins over 15 UK firms championing diversity that have pledged support to Race Equality Matters in the four months…

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Amazon extends lead as consumers’ favourite brand in 2020

According to the Data & Marketing Association’s (DMA) latest research, Amazon has been listed by consumers as their favourite brand in 2020. Amazon turned out to be the most mentioned brand when consumers were asked who their favourite brands are, with 15% of consumers naming it, followed by John Lewis (4%), Sainsbury’s (4%), and Tesco (3%). When the DMA asked the same question back in 2018 the winners looked very similar. Consumers mentioned Amazon the most (14%), with similar levels of popularity for Marks & Spencer (4%), John Lewis (4%)…

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Revenues down by a third ahead of key holiday season

Despite announcements of additional government support and positive early signs on a variety of potential vaccines, businesses concerns rise ahead of a challenging holiday season. The latest figures from the ongoing ‘Coronavirus – The Impact on Business’ survey – conducted by the Data & Marketing Association (DMA) – suggest the optimism felt over the summer months may have dissipated slightly. The estimates of revenue decline amid the pandemic had improved over the summer, from a low of almost half (-47.2%) in May to around a quarter in September (-27.9%). However,…

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