Majority of marketers still rely on flawed attribution methods and struggle to connect advertising to business results
AUSTIN, Texas, July 26, 2022 –( BUSINESS WIRE )– Measured , the leading spend optimization platform for DTC advertisers, today released The State Of DTC Marketing Measurement , a new research report that explores how direct to consumer (DTC) marketers are navigating budget optimization and measurement challenges associated with ongoing upheaval in the advertising industry. Based on a recent survey of DTC marketers, conducted by media metrics consultancy Sequent Partners , the report reveals where marketers are allocating their ad spend, how they collect and manage data for performance reporting, and what tools and technology they are using to connect media investments to business results.
“New privacy rules restricting user-level tracking and shortening attribution lookback windows have had a significant impact on measurement systems and capabilities for media platforms and attribution vendors,” said Alice Sylvester, Partner at Sequent Partners. “These challenges, added to rapid shifts in consumer behavior caused by unpredictable global events, have kept marketers in reactive mode for the past few years. This research captures the current mindset of DTC marketers and evaluates how they are preparing for an unpredictable future.”
Survey responses were collected from 300+ DTC marketers, director level and above. Some of key findings include: The greatest challenge for DTC marketers is accessing and synthesizing accurate data from disparate sources.
64% of DTC marketers spend over nine hours per week on reporting activities, with some roles spending upwards of 25 hours per week compiling performance reports.
Despite reported inaccuracies, more than 80% of DTC marketers still rely on click-based data as their primary source of media measurement.
Marketers overwhelmingly agree experiments and testing significantly improve their decision-making confidence.
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