, its first-ever analysis of attribution in digital marketing, in partnership with digital consulting company Publicis Sapient. The report addresses critical questions about measuring the offline impact of online activations.
The State of Measurement 2022 outlines four core focus areas, detailing the challenges and imperatives associated with each. These areas include: establishing a uniform marketing attribution standard, moving social strategies beyond awareness towards conversion, tapping market benchmark tools and scaling personalization.
Beyond standardizing and in light of a rapidly evolving industry, many marketers are being left in the dark, unable to identify relevant KPIs or generate actionable data insights. Owned media channels, not influencers, are best for driving awareness, outperforming influencers by an average of 17 percent. Image credit: Chief Outsiders
In a vein similar to scientific theory, the process of interpreting data is incomplete without a control group. Investment in industry benchmark tools that contextualize data, revealing where a brand stands, is necessary for extracting valuable insights and gauging strategic success, according to Launchmetrics.
Earlier this year, the platform announced its acquisition of a key competitor, media planning consultancy DMR, in a move that entitled the company to renowned innovative technology and DMR’s data of 20 years. The platform is now the SaaS provider to more than 1,200 fashion, luxury and beauty brands, with the move marking Launchmetrics' fifth acquisition .
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