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Marketers are leaving value on the table by failing to measure the full impact of their marketing investments

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2 years ago

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Marketing
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.

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Business

Cassava Technologies strengthens Africa’s cloud resilience with Microsoft Azure ExpressRoute Metro designation in Johannesburg

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14 hours ago

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July 20, 2026

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Cassava Technologies

As the first ExpressRoute Metro location in Africa, Johannesburg joins a select group of global technology hubs offering organisations access to a new level of cloud resilience and security

JOHANNESBURG, South Africa, July 20, 2026/APO Group/ –Cassava Technologies (www.CassavaTechnologies.com), a global technology company, through its businesses – Africa Data Centres and Liquid C2, has expanded Africa’s cloud resilience capabilities after Africa Data Centres was designated a Microsoft Azure ExpressRoute Metro peering location in Johannesburg. This marks a significant milestone for Africa’s digital infrastructure and cloud ecosystem, reinforcing Cassava’s role as a key enabler of secure, resilient, and high-performance digital services across the continent.

 

By leveraging its status as the only provider with an on-net presence in both locations, Liquid C2, Cassava’s cloud and cyber security business, will deliver Secure CloudConnect. This fully managed service combines resilient private cloud connectivity with integrated cyber security solutions, providing organisations with a secure path to Microsoft Azure.

“Being designated a Microsoft Azure ExpressRoute Metro peering location is a defining moment for Africa Data Centres as well as for Africa’s digital infrastructure. It reflects growing confidence in the continent’s ability to support the next generation of cloud and AI-driven services while demonstrating the strength of our One Cassava model. By combining the infrastructure capabilities of Africa Data Centres with the cloud and cyber security expertise of Liquid C2, we are providing organisations with the resilient, secure, and trusted digital foundation they need to accelerate innovation and growth,” said Ziaad Suleman, Senior Vice President of Cassava Technologies South Africa and Botswana.

Being designated a Microsoft Azure ExpressRoute Metro peering location is a defining moment for Africa Data Centres as well as for Africa’s digital infrastructure

As the first ExpressRoute Metro location in Africa, Johannesburg joins a select group of global technology hubs offering organisations access to a new level of cloud resilience and security. Africa Data Centres’ JHB1 facility becomes the second peering location within the Johannesburg metro offering a local ExpressRoute Metro capability. ExpressRoute Metro routes a single connection through two peering locations in the same metro, adding built-in redundancy for mission-critical workloads.

This comes as regulators are placing greater emphasis on operational resilience, business continuity, risk management, and data protection.

Liquid C2’s Secure CloudConnect addresses these requirements by helping organisations reduce the risk of disruption, strengthen their security posture, and simplify the management of complex cloud environments, while meeting regulatory and governance expectations. Customers benefit from a single trusted provider while gaining access to infrastructure designed to support business-critical operations.

“South Africa isn’t waiting for the AI era – it’s helping to shape it, and that ambition rests on digital infrastructure the country can trust. With Microsoft Azure ExpressRoute Metro now available in Johannesburg, organisations across South Africa gain a more resilient and secure path to the cloud for their most critical workloads,” said Vukani Mngxati, CEO of Microsoft South Africa. “When businesses can build on trusted, resilient foundations, they can move faster, compete on the global stage, and turn South Africa’s digital ambition into real economic impact. We are proud to work with Cassava Technologies to help make that happen.”

This milestone marks a significant step forward for African enterprise digital transformation. By bridging hyper-scale infrastructure with managed cloud security, Cassava Technologies is actively future-proofing businesses across the continent, ensuring they have the speed, agility, and protection required to compete in the global digital economy.

Distributed by APO Group on behalf of Cassava Technologies.

 

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Business

Master Power Technologies Unveils R50m State-of-the-Art Customer Experience Centre at New Midrand Premises

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15 hours ago

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July 20, 2026

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Master Power Technologies

This milestone marks a significant step in the company’s continued expansion and commitment to advancing Africa’s data centre infrastructure

JOHANNESBURG, South Africa, July 20, 2026/APO Group/ –Master Power Technologies (MPT) (https://kva.co.za/), a leading pan-African provider of turnkey data centre and critical power solutions, has unveiled its hi-tech Customer Experience Centre, also home to its new regional headquarters in Midrand.

Master Power Technologies Unveils R50m State-of-the-Art Customer Experience Centre at New Midrand Premises

This milestone marks a significant step in the company’s continued expansion and commitment to advancing Africa’s data centre infrastructure.

Founded in 1999 by electrical engineer Menno Parsons, MPT has grown from its origins as a Uninterruptible Power Supply (UPS) provider into a diversified engineering firm that delivers end-to-end solutions for data centres across Africa and the Middle East. Today, MPT designs, manufactures, and assembles a wide range of products under its flagship brands, SURE and AIVA, tailored to withstand Africa’s demanding operational environments.

The new Midrand facility spans 6 000m2 and will serve as MPT’s African headquarters, housing approximately 200 employees. Strategically located between Johannesburg and Pretoria, the site is positioned close to major data centre hubs, ensuring accessibility for clients and partners.

Hands-on environment

At the heart of the launch is the Customer Experience Centre, a R50 million investment designed to showcase MPT’s engineering capabilities and provide a hands-on environment for customers, partners, and trainees. The centre features advanced test facilities, including a 2 MVA UPS test platform and a 400kW cooling systems test centre, which is the most comprehensive of its kind on the continent.

These facilities enable performance testing to European certification standards, offering clients confidence in the reliability and efficiency of MPT’s solutions, with the company having become the first African business to be officially certified as an Endorser of the European Code of Conduct for Energy Efficiency in Data Centres in 2025.

The Experience Centre represents a new chapter for Master Power Technologies

“The Experience Centre represents a new chapter for Master Power Technologies. It’s about creating a space where customers can engage with our technology, see it in action, and understand the depth of our capabilities,” says MD and Founder of MPT Menno Parsons.

“This centre will be the most impressive UPS and cooling training facility in Africa, allowing our clients to touch, feel, and work with real systems in a way that has never been possible before.”

Commitment to local

The Experience Centre also highlights MPT’s commitment to local engineering and manufacturing. MPT assembles and engineers complete modular data centre and energy centre solutions within Africa. This approach reduces logistical risks, supports local industry, and ensures solutions are tailored to regional requirements.

Beyond technical demonstrations, the centre will serve as a hub for training and collaboration, equipping engineers and clients with practical knowledge to optimise data centre performance.

It also integrates MPT’s proprietary Advanced Infrastructure Visual Analytics (AIVA) monitoring platform, which manages and records metrics across more than 200 data centres in Africa, offering advanced analytics and operational insights.

“Our business has always been about more than just selling equipment. We engineer solutions for Africa, by Africa. This Experience Centre is a testament to that philosophy, which strengthens our ability to train, innovate and deliver world-class infrastructure while remaining rooted in local expertise,” says Parsons.

The launch of the Midrand offices and Experience Centre underscores MPT’s role as a trusted partner in Africa’s rapidly growing data centre sector. With demand for resilient, efficient, and scalable infrastructure on the rise, MPT’s investment positions the company to meet the evolving needs of clients across the continent and beyond.

Distributed by APO Group on behalf of Master Power Technologies.

 

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Events

Embracing an Intelligent Future: UnionPay Showcases AI Innovation at WAIC 2026

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15 hours ago

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July 20, 2026

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WAIC

Release of Phased Achievements of the National Pilot Base for AI Application (Financial Sector) Held Alongside the Conference

SHANGHAI, CHINA – Media OutReach Newswire – 20 July 2026 – On 17 July, the 2026 World Artificial Intelligence Conference (WAIC) officially opened in Shanghai. UnionPay unveiled three proprietary AI technologies developed for the financial sector at the Shanghai exhibition area: financial transaction time-series foundation model, the Agentic Payment Open Protocol (APOP) framework, and a privacy-preserving large language model inference solution. As the AI era unfolds, the showcase highlights UnionPay’s continued commitment to accelerating the adoption of digital and intelligent technologies.

On 18 July, UnionPay hosted the Release of Phased Achievements of the National Pilot Base for AI Application (Financial Sector) at the UnionPay Center alongside WAIC 2026. The event brought together more than 100 representatives from commercial banks, Chinese and international partners, leading technology companies, academia, and research institutions. During the event, UnionPay released its “1+6+N” AI achievements framework, announced a series of industry partnerships, and launched a joint initiative calling for greater collaboration on the development and governance of the financial industry. These achievements demonstrate the progress of the National AI Application Pilot Base in building an open innovation platform that accelerates AI adoption across the industry.

Dong Junfeng, Chairman of China UnionPay and UnionPay International, attended the event and delivered a keynote speech. He noted that AI is rapidly reshaping the financial industry. Since the National AI Application Pilot Base was launched in 2025, it has delivered a number of meaningful outcomes through close collaboration across the industry. Mr. Dong elaborated on the vision for the development of the base from through three dimensions: sharing, collaborative governance, and mutual benefits. First, by pooling computing resources, data and models on a centralized public platform, the base helps address industry challenges such as the high cost of computing resources and data silos. This lowers barriers to AI adoption across the financial sector. Second, the base has strengthened AI security by building robust safeguards for large language models and applying AI to enhance transaction risk management and cybersecurity. Such efforts are made to support a safer and more resilient financial ecosystem. Third, the base is accelerating the AI adoption across real-world use cases. It has incubated a range of commercial AI solutions spanning agentic payments, credit risk management, consumption promotion and merchant digital transformation, turning technological innovation into tangible business value. Looking ahead, the future of AI + Finance holds enormous potential. UnionPay looks forward to working with partners across industries to build an open, shared, and well-governed financial AI ecosystem that supports the development of new productive forces through technological innovation.

A highlight of the event was the official launch of UnionPay’s “1+6+N” AI achievements framework.

The “1” represents a unified portal—the National AI Application Pilot Base. Built on a “One Portal, Six Centers” structure, it integrates six specialized centers covering models, datasets, applications, talent development, supply-demand matching, and financial services. Together, the platform currently hosts 11 models, 14 datasets, 59 demonstration applications, and 61 service offerings, bringing together 145 core resources in total.

The “6” refers to six independent and controllable capabilities, including computing resources scheduling through a trusted intelligent computing sharing platform, high-quality financial datasets, finance-specific foundation models, AI-powered financial security services, financial AI standards, and a pilot testing sandbox that supports model training and evaluation. Together, these six capabilities form the base’s shared technology foundation, providing ecosystem partners with the core technical infrastructure.

The “N” represents a portfolio of benchmark use cases, standardized AI solutions, and demonstration applications built on this technology foundation. These applications span five key areas—intelligent payments, inclusive finance, consumption growth, risk management and compliance, and operational excellence—building a multi-tier product portfolio serving consumers, merchants, local governments and financial institutions. This accelerates the application of AI capabilities across diverse use cases.

Together, the “1+6+N” framework of the base connects computing power, data, models, and use cases and forms an end-to-end value chain. By addressing common industry challenges—including limited computing resources, data silos and the high cost of AI deployment—it delivers standardized and widely accessible AI capabilities, providing the financial industry with reusable, highly secure and one-stop AI solutions for intelligent transformation. This also reflects UnionPay’s commitment not only to driving its own business growth, but also to enabling the industry through foundational capabilities and reinforcing financial infrastructure for the AI era.

These achievements have already been made available to industry partners and are beginning to create value. For banks, acquirers and other financial institutions, UnionPay’s shared infrastructure enables rapid access to mature financial AI capabilities without the need to build systems from scratch, significantly reducing both technical barriers and implementation costs. For merchants, UnionPay offers AI-powered marketing, digital analytics and intelligent risk management tools to support smarter operations, improve customer engagement and enhance operational efficiency, enabling even small and medium-sized businesses to benefit from AI innovation. For technology companies and other ecosystem partners, the base enables partners to rapidly adapt AI products for financial applications and complete compliance validation, accelerating the commercialization of technological innovations.

The event also featured six rounds of partnership signing ceremonies, covering areas including AI-themed card, cross-border agentic payment ecosystem development, AI-powered operational empowerment for merchants, joint commercialization of pilot base innovations, and broader ecosystem collaboration across the financial industry chain.

Following the signing ceremonies, UnionPay released the Initiative on the Collaborative Development and Governance of AI Applications in Financial Services, with representatives from participating organizations joining the stage to witness its launch. Building on the “1+6+N” framework, the initiative calls on industry stakeholders to collaborate in four areas: First, advancing trusted AI systems that serve the real economy by establishing governance mechanisms for traceable and explainable algorithms while safeguarding data privacy and security; Second, strengthening collaboration among industry, academia, research institutions and users, leveraging the base to jointly advance core technologies and develop independent and secure financial AI infrastructure; Third, promoting openness and inclusiveness by sharing mature AI models, testing services and implementation solutions to reduce the cost of intelligent transformation, particularly for SMEs; Fourth, improving lifecycle governance through tiered risk management, enhanced compliance standards and coordinated risk prevention. The initiative calls on all industry stakeholders to work together by jointly strengthening the foundation, unlocking greater value through shared capabilities, and reinforcing collaborative governance, with the goal of advancing the sound development of AI in the financial sector and driving digital finance through technological innovation.

 

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