12th Oct 2022
Mind the Measurement Gap
In a world of multi-channel expansion and declining third-party cookies, marketers are struggling to understand the effectiveness of their campaigns.
In its inaugural whitepaper, JICMAIL has mined over one thousand campaigns from the DMA's Intelligent Marketing Databank to reveal a host of insights related to campaign measurement and effectiveness.
A roundtable of industry experts covering advertisers and agencies was convened by JICMAIL and the DMA to discuss the challenges highlighted in the Intelligent Marketing Databank findings.
They agreed that marketers and measurement practitioners have a responsibility to refocus the measurement conversation on brand, response, and business effects.
Dig into the whitepaper to get invaluable insight into how the field of ad measurement is performing and measuring success, including:
Why test and learn depends on not only measuring the right metrics but also pinning them to business outcomes
How 41% of metrics used to measure campaign effectiveness are campaign delivery and digital vanity metrics
Why silos across disciplines, channels, teams, and client-agency relationships must be broken down to plug gaps in full-effect measurement
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