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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