Business
Marketers are leaving value on the table by failing to measure the full impact of their marketing investments
| The Future of Measurement 2024, part of WARC’s Evolution of Marketing programme, explores major trends and emerging best practices in measurement |
| 18 April 2024 – As cookies are phased out and new measurement techniques come to the fore, 2024 will be a year defined by disruption, uncertainty and experimentation. According to WARC data, only a small fraction of marketers (2%) are using the following measurement techniques in combination – marketing mix modelling (MMM), experiments, attribution – to assess the full impact of their marketing. As measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement, a report examining the latest trends and emerging best practices of marketing measurement. The report focuses on four key areas: AI and the growth of synthetic data, the demise of third-party cookies, hurdles in holistic measurement and closing the sustainability gap. Paul Stringer, Managing Editor Research and Insights, WARC, says: “Amidst the swirl of excitement around Gen AI, another significant inflection point is fast approaching. In Q3 of this year, Google is finally due to phase out third-party cookies. While the threat of cookie deprecation has loomed for some time now, evidence suggests that advertisers are neither fully prepared or aware of the different solutions available. “With measurement continuing to evolve in several directions at once, marketers find themselves battling multiple headwinds: not only the demise of third-party cookies, but new regulations around sustainability reporting, and, of course, the growing influence and impact of AI. All of which we address in this report.” Key challenges and trends outlined in The Future of Measurement report, and what marketers can do to keep pace with emerging best practices in measurement are: Hurdles in holistic measurement: only 2% of marketers are using attribution, experiments and marketing mix modelling (MMM) in combination to measure marketing impact Most marketers are failing to use the full range of techniques that enable them to measure the full impact of their marketing activities. Data from WARC’s Marketer’s Toolkit survey shows only 2% of marketers are using attribution, experiments and marketing mix modelling (MMM) in combination for measurement, whilst a further 22% say they don’t use any modelling at all. Guidance highlights three techniques that are critical to holistic measurement. Each technique brings strengths that can offset the weaknesses of the other. Attribution: The process of assigning credit to the different touchpoints that are found on a user’s path to a conversion. Fast and easy to scale, it gives real-time insight into drivers of performance. But, it is limited to digital channels and is best for measuring short-term impact.Experiments: Uses randomised controlled experiments to compare the change in consumer behaviour between groups that are exposed or withheld from marketing activity while keeping all other factors constant. It is the gold standard to measure causality but can be difficult to scale.Marketing mix modelling (MMM): Utilises advanced statistics to give a holistic overview of all channels, sales, and external factors. Can provide a longer-term view of media impact, but can be expensive and requires at least two years of historical data. AI and the growth of synthetic data: 60% of data used to develop AI and analytics applications will be synthetically generated Unlike ‘real’ data, which is based on observations from the real world, synthetic data is produced artificially to emulate it using purpose-built mathematical models or algorithms. Synthetic data has a variety of applications in marketing, including pricing, customer journey planning, competitor analysis and new product development. It also negates customer privacy issues, as it has no personal information attached to it, and can conduct market research quicker and cheaper. By this year, Gartner has estimated that 60% of the data used in AI and analytics projects will be synthetically generated, and according to Straits Research, the global market for synthetic data generation is projected to grow by 37% between 2023 and 2031. However, AI-based insights bring new risks to marketing research. Generative AI tools can amplify bias, trigger privacy breaches and deliver inaccurate results. Marketers should develop clear ethics and best practices when working with these tools. Tim Geenen, CEO and co-founder, Rayn HQ, says: “There are many benefits to [producing synthetic data], from achieving more accurate results, to building new data sets that reflect our diverse society and opening the door to advanced ways of understanding audiences.” The third-party cookie countdown: Only half (51%) of marketers are prepared for the deprecation of third-party cookies The phasing out of cookies is due to take place in Q3 of 2024, severely limiting the ability of companies to track individuals online. Yet many marketers are still not prepared. According to a recent survey by IAB Europe, only half are prepared for the deprecation of third-party cookies. |
 |
| A lack of education and awareness of post-cookie alternatives are a barrier to progress. As advertisers look to combat signal loss, they will have to get comfortable testing a broad range of targeting and measurement solutions to discover what works best for their business. Proposed solutions include: contextual advertising, identity solutions, first party data, attention measurement, Google’s ‘Privacy Sandbox’, and predictive audiences using AI. Closing the sustainability gap: only a quarter (24%) of advertisers are measuring digital advertising emissions Over the last five years, sustainability has ranked as a top issue by respondents to WARC’s annual Marketer’s Toolkit survey. However, recent research by Scope3 concludes that there has been ‘no evidence of systemic behaviour change’ in the advertising industry to reduce carbon emissions, and according to IAB Europe, only a quarter (24%) of marketers said they are measuring emissions from digital advertising. The compound effect of these trends is that many marketers are failing to act on sustainability – in objective setting, asset development, supply chain management, consumer messaging, and the measurement of emissions from digital ads. New regulations and directives in both Europe and the United States coming in 2024 mean companies will need to provide more granular data on their carbon emissions – including those generated by advertising. Lack of standards is a major barrier to accurate and comparable carbon measurement, although work is underway by the Global Alliance for Responsible Media (GARM) and Ad Net Zero to create a common currency and methodology. Research by Magna, Lumen and Adelaide suggest that advertising in high quality media environments with higher engagement generate lower carbon emissions. Vicky Foster, VP Global Commercial Partnerships, Adform, said: “By working with the right partners, platforms, and practices, ones that have sustainability, transparency, and efficiency at their core and accept no compromise between these pillars, the industry as a whole can make the elimination of waste a reality rather than simply paying lip service.” Read a sample report of The Future of Measurement here. WARC subscribers can read the report in full. A podcast will be available from 23 April. The insights for The Future of Measurement report are based on a combination of exclusive data from WARC and external research studies and reports. It is part of WARC Strategy’s Evolution of Marketing, a content programme of in-depth forward-looking reports focusing on the future of the marketing discipline by drawing on the latest evidence, emerging trends, technologies, media, social influences and other drivers of change. |
Events
As global power structures shift, Invest Africa convenes The Africa Debate 2026 to redefine partnership in a changing world
The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation
Now in its 12th year, The Africa Debate has established itself as London’s premier platform for African investment dialogue since launching in 2014, convening over 800 global decision-makers annually to shape the future of trade, finance, investment, and development across the continent.
Under the theme “Redefining Partnership: Navigating a World in Transition”, this year’s forum will focus on Africa’s response to global economic realignment with greater agency, ambition and economic sovereignty.
The Africa Debate puts Africa’s priorities at the centre of the conversation, moving beyond traditional narratives to focus on ownership, resilience and long-term value creation.
“Volatility is not new to Africa. What is changing is the opportunity to respond with greater agency and ambition,” says Invest Africa CEO Chantelé Carrington.
“This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy — so African economies can take greater ownership of their growth. Success will be defined by how effectively we turn disruption into leverage and partnership into shared value.”
The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation.
Key challenges driving the debate
Core focus areas for this year’s edition of The Africa Debate include:
This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy
Global Realignment & New Partnerships
How shifting geopolitical and economic power structures are reshaping Africa’s global partnerships, trade dynamics and investment landscape.
Financing Africa’s Future
The growing need to reform the global financial architecture, new approaches to development finance, as well as the strengthening of market access and financial resilience of African economies in a changing global system.
Strategic Value Chains
Moving beyond primary exports to build local value chains in critical minerals for the green economy. Also addressing Africa’s energy access gap and mobilising investment in renewable and transitional energy systems.
Digital Transformation & Technology
Unlocking growth in fintech, AI and digital infrastructure to drive productivity, inclusion, and the next phase of Africa’s economic transformation.
The Africa Debate 2026 offers a unique platform for high-level dialogue, deal-making, and strategic engagement. Attendees will gain actionable insights from leading policymakers, investors and business leaders shaping Africa’s economic future, while building strategic partnerships that define the continent’s next growth phase.
Registration is now open (http://apo-opa.co/46b19gj).
Distributed by APO Group on behalf of Invest Africa.
Business
Zion Adeoye terminated as Chief Executive Officer (CEO) of CLG due to serious personal and professional conduct violations
Business
The International Islamic Trade Finance Corporation (ITFC) Strengthens Partnership with the Republic of Djibouti through US$35 Million Financing Facility
-
Energy3 days agoTrinidad & Tobago Prime Minister (PM) to Address Caribbean Energy Week (CEW) 2026 Amid Multi‑Billion‑Dollar Energy Investment Surge
-
Business3 days agoCGTN: Vision 2030: China’s tech blueprint reshaping global innovation
-
Business3 days agoEquatorial Guinea, Chevron Sign Aseng Agreement, Strengthening GEPetrol Participation
-
Energy2 days ago
African Energy Chamber (AEC) Endorses Kigali’s Africa CEO Forum as the Continent’s Strategic Hub
-
Business3 days agoSouth Africa Joins Afreximbank, Announces US$8bn Country Programme
-
Business3 days ago
Benedict Peters and Aiteo Group: Defining an African Energy Champion
-
Energy2 days ago
Investors Look to Paris to Gauge Africa’s 2026 Energy Pipeline
-
Energy3 days ago
From Stalled Talks to Breakthroughs: Yoyo-Yolanda Signals New Chapter for the Gulf of Guinea