JICMAIL Mind the Measurement Gap

In a world where marketing effectiveness is paramount for success, this report serves as a beacon of knowledge and guidance for marketers striving to optimise their performance. By understanding the nuances of measurement gaps and how to overcome them, marketers can unlock new levels of success and impact in their campaigns.

JICMAIL’s “Mind the Measurement Gap” report, produced in collaboration with the DMA, explores the world of marketing effectiveness measurement. It addresses key questions like how to measure effectiveness, the impact of sub-par measurement on overall effectiveness, the integration of brand and response thinking, testing different channels, the challenges posed by blended experiences, the significance of attention, and strategies to bridge the measurement gap.

Through data-driven analysis, the report helps marketers improve campaign measurement strategies and glean greater value from their marketing spend.

In an era where data-driven decisions are crucial, this report provides a roadmap for marketers to navigate the complexities of measuring campaign success effectively. By taking on board the insights and recommendations presented in this report, marketers can elevate their strategies, drive better results, and stay ahead of the curve in an ever-evolving marketing landscape.

What you’ll learn

• How to refocus the measurement conversation away from short-term reporting and focus on brand, response and business effects.
• The impact of breaking down silos across disciplines, channels, teams and client-agency relationships to ensure full-effect measurement.
• Test and learn depends on not only measuring the right metrics, but also the right number of metrics, pinning them to business outcomes and applying learnings to future activity.
• Half of the metrics used to measure digital channels are less meaningful campaign delivery metrics, compared to just 28% for Ad Mail. Planners and practitioners must focus their test and learn efforts on the metrics that matter.

With reporting of digital effects on the rise, it is more important than ever for offline channels to have their digital impact properly attributed. As physical and digital experiences blend for brands, measuring the incremental impact of each is vital.