Creative ROI Measurement Gap

Despite acknowledging creative's value, marketers struggle to effectively measure its ROI, relying on proxy metrics instead.

Themes

Authenticity and Transparency Reign Supreme

Timeframe

near-term

Subcategories

Brand Management Business Strategy Corporate Strategy Marketing

Impact areas

Budget Allocation Marketing Analytics Performance Measurement

Detailed Analysis

A significant challenge lies in measuring the ROI of creative efforts. While marketers believe their creative work is effective, they lack the tools and methodologies to quantify its impact accurately. "Although marketers feel their creative adds value, many are not in a position to REALLY quantify its ROI."

Context Signals

Marketers rely on counting metrics, brand lift studies, and brand tracking instead of direct ROI measurement. Only 36% are satisfied with their ability to measure creative ROI. The need for more sophisticated measurement tools and methodologies is evident.

Edge

Advanced analytics and attribution models will emerge to better capture the impact of creative on business outcomes. The focus will shift from vanity metrics to more meaningful measures of creative effectiveness. The development of standardized frameworks for creative ROI measurement will gain traction.

Click to access the source report

Tune in
to all the
TRENDS

Keywords

creative strategy marketing analytics ROI measurement

Although ROI is the most desirable metric, marketers don’t feel confident about their ability to dissect the actual value of creative and its impact on economic results.

Categories for this trend