Marketers’ confidence in measurement has stabilized at a time when it should be increasing, according to new research from TransUnion and eMarketer.
The True Cost of Trust in Marketing Measurement study shows that 62% of marketers surveyed have some confidence in their performance metrics, but 54% report no change in trust year over year, while 14% say trust has actually decreased.
The survey also found that 60% of marketers say internal stakeholders question the validity of their metrics at least occasionally. Nearly 29% report that up to 20% of their marketing budgets have been reallocated or compromised due to concerns about measurement accuracy.
The increased pressure means proving performance is critical: 67% of respondents now prioritize incremental ROI, closely followed by aligning marketing metrics with business outcomes (66%) and improving multi-channel attribution (55%).
The top barriers to accurate marketing measurement
Marketers in the survey cited isolated and incomplete data (49%), issues with cross-channel deduplication (48%), and limitations in walled garden reporting (41%) as their top barriers to accurate measurement.
Nearly 30% of marketers are facing moderate to significant cuts to measurement and analytics budgets, and many are turning to AI to maintain their capabilities, the survey found. Half of respondents have adopted or plan to adopt AI or machine learning to automate reporting, with 40% citing data analytics and reporting as their top use case.
At the same time, the survey shows that dissatisfaction with existing measurement technology (26%) is driving long-term investments: almost half (47%) plan to increase spending on marketing mix modeling (MMM) in the coming year, while 35% expect to increase investments in multi-touch attribution (MTA).
196 American marketers were interviewed for the study.
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