Subscriber Exclusive 
Four in ten companies aren’t carrying out regular effectiveness analysis
A sizeable minority of marketers are either adopting an ad-hoc approach to tracking effectiveness or limiting their audit to once yearly. Worse still, some respondents to our survey report that they’re not carrying out any effectiveness analysis at all. The reasons are many and varied but chief among them, a lack of confidence in their capability.
When it comes to finding out how hard your marketing budget is working it seems many marketers are in the dark.
More than four in ten (42.7%) of the 1,300 brand-side marketers surveyed for Marketing Week’s Language of Effectiveness survey, supported by Kantar, admitted their business only carries out effectiveness analysis at most once a year.
