Measuring marketing’s effectiveness

Imperatives and methods for CMOs and analytics teams in driving measurable marketing ROI

Only 23% of marketers are confident in their ability to measure full-funnel KPIs—a striking reality in an environment where precision and accountability are paramount. This gap highlights a pressing need for measuring marketing’s effectiveness: the ability to rigorously evaluate, optimize, and prove the impact of marketing activities across the entire funnel, from awareness to conversion. Far from a single metric or tool, marketing effectiveness is a strategic discipline that combines data-driven insights with practical frameworks to align marketing investments with measurable business outcomes.

The 2nd edition of our ultimate resource on measuring marketing’s effectiveness dives deeper into in-market testing and advanced measurement techniques. This paper equips marketing leaders with the tools to truly answer “what’s working and what’s not” to prove marketing’s profitability.

This paper covers:

• The marketing effectiveness imperative: Overreliance on performance media can lead to shrinking brand equity, but CMOs and CFOs need faster insights across the funnel
• The evolution of marketing measurement: From the early days of advertising and direct marketing to modern, advanced analytics.
• Key struggles for CMOs measuring ROI: Upper-funnel brand measurement, post-cookie challenges, and the impact of earned media.
• Four jobs-to-be-done by marketing analytics teams: What, why, who, and how to optimize efforts
• Tools and methodologies: Testing, Martech, attribution, and measurement frameworks

Download the paper to master marketing effectiveness and drive measurable, lasting impact.