Ad hoc or always on? Marketers on how often to measure effectiveness
Most marketers claim to only measure effectiveness on an ad hoc basis, with just 13% of brands investing in ongoing tracking. But, is it possible to measure too often?
For all the many words spoken about marketing effectiveness, most measurement is ad hoc rather than part of an always on strategy. Indeed, new data reveals within some brands analysis is not carried out at all.
According to Marketing Week’s exclusive Language of Effectiveness Survey, nearly a third (31.2%) of effectiveness analysis is carried out on an as-needed basis depending on the campaigns brands are running.