This document provides an overview of results of a study into marketing effectiveness amongst WFA members.
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This survey on Global Marketing Effectiveness was run in 2019, in partnership with Ebiquity. 31 companies took part, representing approximately US$4.7bn in marketing investment.
All respondents had global or regional responsibilities, with 53% working in consumer insights roles, 41% in marketing roles and the balance split between digital marketing and procurement.
Responses revealed a number of findings including that 2 out of 3 respondents did not feel their analytics programme was ‘fit for purpose’, with a number of replies highlighting a lack of clarity on data ownership and perceived limited access to log-file data.
Members can download the full report, including suggested actions for brand owners, here.
A short presentation with key outtakes can be found here.