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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Email marketing budgets and ROI increase amid the pandemic

According to the latest ‘Marketer Email Tracker 2021’ report, created by the Data & Marketing Association (DMA) in partnership with Validity, the average proportion of marketing budgets spent on email has passed the 20% mark for the first-time (21.3%). Just under half of businesses now spend over 20% of their marketing budget on email (45%), the highest proportion on record since the DMA started the annual email tracking series in 2015. This year, marketers estimate email’s return on investment (ROI) to be £38.33 for every £1 spent – a figure…

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DMA appoints new Chair and Deputy Chair to Awards Committee

The Data & Marketing Association (DMA) can announce the appointments of Tony Miller, Marketing Director of WW (formerly known as Weight Watchers) and Caroline Parkes, Chief Experience Officer at Rapp, to the DMA Awards Committee. Miller has been appointed Chair and Parkes Deputy Chair. Commenting on his appointment, Tony Miller said: “The DMA Awards celebrate the best and brightest work our industry produces across creative, strategy, and results. Traditionally, the Awards Committee has been an agency-led initiative which has really helped to get their great work seen and heard. But…

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DMA launches Student Membership to improve employment prospects of emerging talent

The Data & Marketing Association’s (DMA) talent function, DMA Talent, has launched a new Student Membership package to help improve the employment prospects of young talent. The impact of Brexit and coronavirus on businesses will likely be felt for many years. This has and will continue to affect the employment prospects of the next generation of talent. To help emerging talent transition to the workplace, DMA Student Membership will offer students and apprentices 24/7 access to online learning platforms, exclusive networking opportunities, and a head start for forging a successful…

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