Share
Planning for 2025 will be well underway for most marketers, with next year’s activities shaped by the results of 2024. Successful initiatives are likely to continue, while those that underperformed will be reviewed to determine if they should move forward.
We are currently in an ‘innovation window’ where marketers are being challenged to evaluate and change the way marketing success is measured and accounted for. This is largely driven by external factors such as the rise of AI, increasing privacy regulations and platforms adjusting how they operate.
As it becomes harder to measure and track campaign success, accurately unifying, measuring and mapping the customer journey while integrating data from various sources and measurement methods will be key. This approach will put the customer back at the centre of measurement and help marketers prioritise the critical channels and metrics that drive growth.
So, what are some important questions to ask in your planning meetings to set you up for success in 2025?
1. What data do we currently track and collect and what is the quality of it?
This question will help you understand your current environment, identify any gaps and highlight if you are collecting redundant or unusable data. If you find you are collecting redundant or unusable data, and determine there is no long-term or future purpose, consider letting it go. Ensure you’re collecting what you need for today as well as the future, and that it is accurate.
If you don’t have the ability to collect or store data, consider a data partner who can help you achieve your goals and provide what you need.
2. How are we currently measuring our results and what are we missing?
Some marketers track results in Excel or Word documents, while others use the analytics functions within a platform or have invested in third-party solutions. Whichever way you measure results, it’s important to audit the process or platform to ensure it meets your needs and provides the most up-to-date and accurate information.
3. Are external factors impacting our ability to measure campaigns?
Privacy and consent are becoming significant priorities (as well as legal obligations) for consumers, governments and organisations. The blocking of various reporting data is greatly impacting a marketer’s ability to target audiences and measure the success of targeted activities.
This is where the layering of high-quality information sources can help create a full picture and compensate for the diminishing pool of data available as privacy regulations tighten.
4. What opportunities do we have to bring quantitative results to planning and budget conversations?
To deliver successful campaigns, marketers need to be involved in planning conversations and have access to the required resources.
Proving the value of marketing can be a challenge. Quantitative results can play a key role in demonstrating the impact of campaigns and gaining support for future investment. However, it’s important to educate the organisation on the limitations of quantitative results including data gaps and accuracy.
If your team works with partners for data insights and measurements of campaigns, ask them the questions above to ensure you are measuring results accurately and fairly.
Quality measurement tools play an essential role in quantifying the value and ROI of your marketing efforts and assisting with planning, making them a wise investment for any organisation. Ensure measurement is central to your plans for 2025.
Alistair Leathwood is the head of analytics, insights and media at Circana APAC. With more than 25 years of experience in research and analytics and previously Circana’s chief commercial officer, Leathwood is a recognised expert on FMCG trends and the impact of data, analytics and AI on retail.
Images supplied by Circana.
