France sets standard for measuring marketing effectiveness

In a marketing landscape that is becoming more and more complex, the ability to measure the relevance and effectiveness of campaigns is critical to success. Le Référentiel – which is the result of 18 months of collaboration between Union des marques, its members, BearingPoint consultants, and market researcher MMZ Conseil – has been created specifically to address this need.

Jean-Luc Chetrit, Director General of Union des marques, said: “Optimising the effectiveness of their marketing activities is a priority for brands. And measurement is an essential prerequisite.”

Le Référentiel (The Repository) provides brand owners with performance indicators for measuring marketing effectiveness. To contribute to Le Référentiel, participating agencies, sales houses and researchers will need to acquire an ‘Efficiency Visa’ from the Centre for the Study of Advertising Media (CESP) to ensure transparency and compliance with the initiative's methodology.

In addition, the Union des marques will offer training through their Brand Academy to help their members streamline and improve their marketing communications strategies in 2020.

For more information, please contact Union des marques.