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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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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 advertisingidentity solutionsfirst party dataattention 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 MagnaLumen 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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International Islamic Trade Finance Corporation (ITFC) Engages Stakeholders During the World Trade Organization Aid for Trade Review 2024 Event

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African Finance Corporation, International Trade Centre, ITFC, WTO, Afreximbank, and UNIDO Sign Joint Declaration to Promote Cooperation in Support of the Cotton Sector

JEDDAH, Saudi Arabia, July 4, 2024/APO Group/ — 

The International Islamic Trade Finance Corporation (ITFC) (www.ITFC-idb.org), a member of the Islamic Development Bank (IsDB) Group is pleased to announce the Corporation’s active participation at the 9th World Global Review for Trade. This event, themed ‘Mainstreaming Trade’, was held at the World Trade Organization’s (WTO) headquarters, in Geneva from June 26 to 28, 2024.

The World Trade Organization (WTO) Aid for Trade Review is a significant global platform that brings together policymakers, development agencies, and trade experts to discuss strategies and initiatives to promote trade as a means of development. This year’s theme highlighted the importance of integrating trade into national development strategies for sustainable economic growth.

ITFC remains committed to strengthening existing partnerships and leveraging new synergies to provide our member countries with trade solutions best suited to global dynamics

The event was an occasion for ITFC to cement its strategic partnerships with the international trade community, explore new areas of cooperation, and present IsDB Group’s achievement with the publication of the IsDB Aid for Trade Report.

A joint declaration was signed between Eng. Hani Salem Sonbol, CEO of ITFC; H.E. Ngozi Okonjo-Iweala, Director General of the WTO, Benedict Oramah, President and Chairman of the Board of the African Export-Import Bank (Afreximbank); Gerd Müller, Director General of UNIDO; Samaila Zubairu, President and CEO of the Africa Finance Corporation (AFC), and Pamela Coke-Hamilton, Executive Director of the International Trade Centre (ITC).  The joint declaration will strengthen cooperation in areas of common interest under the coalition ‘Partenariat pour le coton’ by establishing sustainable textile hubs, supporting private sector investments, and encouraging collaboration and advocacy in Africa and beyond.

 The signature ceremony was followed by a high-level panel session titled “Cotton to Clothing: Charting Pathways to Create Sustainable Jobs for Women and Youth in West and Central Africa”. Mr. Sonbol underscored the long-lasting involvement of ITFC in cotton production in the past 15 years: US$2 billion financed to connect firms and millions of smallholders’ cotton farmers to global value chains. He also presented ITFC’s solutions programs as solutions to support investment promotion, market access, and capacity building to enable the environment for a regional textile value chain in Africa.  

In addition, Eng. Hani Salem Sonbol participated in a panel session on “Financing Aid for Trade—Regional Perspectives,” highlighting the potential for economic transformation of OIC member countries through regional integration and showcasing IsDB Group synergy that allows to offer robust regional programs to OIC member countries in different continents. 

Commenting on ITFC’s participation during the WTO Aid for Trade Review 2024, Eng. Hani Salem Sonbol, ITFC CEO, said: “ITFC’s participation at the 9th World Global Review for Trade is a clear testament to our good relations with the World Trade Organization and our support for their mission of leveraging trade to generate employment opportunities and improve livelihoods. ITFC remains committed to strengthening existing partnerships and leveraging new synergies to provide our member countries with trade solutions best suited to global dynamics. We look forward to further supporting sustainable trade, trade finance, and value creation through these strategic partnerships.”

Distributed by APO Group on behalf of International Islamic Trade Finance Corporation (ITFC).

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Republic of Congo Hydrocarbons Minister to Discuss Gas Monetization at Angola Oil & Gas (AOG) 2024

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Both the Republic of Congo and Angola have outlined ambitious oil and gas production targets, representing strategic areas for bilateral investment and cooperation

LUANDA, Angola, July 4, 2024/APO Group/ — 

Bruno Jean-Richard Itoua, Minister of Hydrocarbons of the Republic of Congo (ROC), has joined the Angola Oil & Gas (AOG) conference as a speaker. During the conference – scheduled for October 2-3 in Luanda – Minister Itoua will provide insight into emerging opportunities in oil exploration, gas monetization and LNG development, as well as potential areas for collaboration between the two countries.

Both ROC and Angola have set bold production targets, aiming to increase oil output to 500,000 barrels per day (bpd) and 1.1 million bpd, respectively. Both countries’ favorable investment climates have sparked the interest of a strong slate of E&P firms, with AOG 2024 set to not only support national oil and gas objectives, but also offer a platform for engagement in emerging cross-border projects.  

AOG is the largest oil and gas event in Angola. Taking place with the full support of the Ministry of Mineral Resources, Oil and Gas; national oil company Sonangol; the National Oil, Gas and Biofuels Agency; the African Energy Chamber; and the Petroleum Derivatives Regulatory Institute, the event is a platform to sign deals and advance Angola’s oil and gas industry. To sponsor or participate as a delegate, please contact sales@energycapitalpower.com.

To support oil production, ROC is promoting investment in frontier exploration alongside incremental production from existing assets. The Central African country – with 1.8 billion barrels of proven oil reserves – has several upstream campaigns underway that aim to unlock new discoveries. Independent energy company Perenco, for example, completed 3D seismic surveys at the Tchibouela II, Tchendo II, Marine XXVIII and Emeraude permits in November 2023. Energy major TotalEnergies has announced plans to invest $600 million to drive exploration and production activities in the country, specifically through the development of the Moho Nord field. The field currently accounts for nearly half of total Congolese oil production, producing an estimated 140,000 bpd. The investment will support drilling operations in line with national targets to bolster output.

Meanwhile, ROC is committed to monetizing its gas resources through both associated and non-associated projects. The country reached a milestone in March 2024 with the delivery of its first LNG cargo to Italy from the Congo LNG development. As the country’s inaugural LNG facility, the project employed a fast-tracked approach whereby LNG was produced just 12 months after FID. By 2025, the Congo LNG project is expected to produce 2.4 million tons per annum, with ROC joining the likes of Angola as a major African LNG exporter.

Further supporting its gas monetization drive, ROC is making progress with the development of the Bango Kayo project. Set to reach peak oil production of 50,000 bpd, project developer Wing Wah is deploying an integrated approach to expand the project through multiple phases. The project will begin monetizing previously-flared gas to support the country’s industrial sector, serving as a model for other African oil producers including Angola, which is striving to maximize production from mature assets.

Minister Itoua’s participation at AOG 2024 not only speaks to the caliber of the event as the premier oil and gas conference in Angola, but creates new opportunities for bilateral collaboration in the fields of LNG production and oilfield development. Angola and ROC – both offering promising opportunities in offshore exploration and tie-ins to existing onshore infrastructure – represent highly attractive hydrocarbons markets, with the AOG 2024 conference set to connect global investors with prospective opportunities.

Minister Itoua will be joined by Maixent Raoul Ominga, Managing Director of the Congo’s national oil company Société Nationale des Pétroles du Congo at AOG 2024. For more information, visit www.AngolaOilAndGas.com.

Distributed by APO Group on behalf of Energy Capital & Power.

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Gazprom Joins African Energy Week (AEW) 2024 as Silver Sponsor, Driving Africa’s Gas Momentum

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Russian multinational energy corporation Gazprom will join African Energy Week: Invest in African Energy 2024, affirming its commitment to advancing sustainable and gas-focused energy solutions across the continent

CAPE TOWN, South Africa, July 4, 2024/APO Group/ — 

Russian multinational energy corporation Gazprom is spearheading a crucial refinery upgrade project at the Mossel Bay gas-to-fuel facility in South Africa – which advanced to feasibility stage last month – as part of efforts to support Africa’s gas monetization agenda and secure a reliable supply of refined petroleum products. As the world’s largest producer of natural gas, Gazprom will join African Energy Week (AEW): Invest in African Energy – taking place in Cape Town on November 4-8 – as a Silver Sponsor, bringing valuable insights and perspectives on harnessing Africa’s substantial gas resources.

For Africa, natural gas represents the key to achieving broad energy security and diversified economic growth. With over 620 trillion cubic feet (tcf) of proven gas reserves, the continent is seeking to ramp up gas exploration efforts, while establishing integrated, gas-based networks and downstream industries. Through new exploration campaigns, Nigeria is aiming to expand its gas reserves from 200 tcf to 600 tcf; Mozambique is spearheading development of the 18-million-ton-per-year (mtpa) Rovuma LNG and 13-mtpa Mozambique LNG facilities; and Algeria is driving production through a gas-boosting project at the Hassi R’Mel gas field. The 2.3-mtpa Greater Tortue Ahmeyim LNG project in Senegal and Mauritania anticipates first production later this year, while the Tanzania LNG project is set to produce 10 million mtpa once approval by the government is secured.

AEW: Invest in African Energy stands as the premier platform for project operators, financiers, technology providers, and governments, recognized as the definitive venue for sealing deals in African energy. For more information about this pivotal event, visit www.AECWeek.com.

Gazprom is consistently expanding its dialogue with African countries and stands ready to share its unique know-how and best practices

Gazprom’s expertise in gas exploration, production, processing and export positions it as a viable partner to Africa’s natural gas agenda. Last year, the company partnered with the African Energy Chamber (AEC) to host the International Gas Roundtable, an exclusive event highlighting the pivotal role of gas in stimulating economic development across the continent. The roundtable served as a unique platform to explore innovative strategies, exchange best practices and shape the future of gas development, providing valuable insights for both mature and emerging African gas producers.  

“Gazprom is consistently expanding its dialogue with African countries and stands ready to share its unique know-how and best practices in realizing mutually profitable energy industry projects with potential partners from Africa. Gazprom possesses all the necessary technologies and innovations capable to assist African countries in securing energy industry development based on the existing natural gas reserves, in decreasing the level of ‘energy poverty,’ and in improving the quality of life of the populations of African countries, as well as in resolving environmental problems,” states Dmitry Khandoga, Head of International Business at Gazprom.

Gazprom’s technical expertise in the gas sector demonstrates the potential for Africa to increase production and unlock new export markets. With projects like the Nigeria-Morocco Gas Pipeline and Trans-Saharan Gas Pipeline set to supply African gas to regional and European markets, Gazprom’s expertise is particularly crucial, as it operates a number of pipelines that deliver gas across the country and transnationally. The company deploys cutting-edge technologies in the design and maintenance of pipelines, such as the application of corrosion-resistant materials and automated monitoring systems, which increase the reliability and durability of gas infrastructure. At AEW: Invest in African Energy, Gazprom will share its expertise to foster collaboration with industry leaders, advocate for sustainable energy practices and forge partnerships that work towards Africa’s energy security and growth.

“Natural gas is a strategic tool in the fight against energy poverty in Africa. It represents a reliable, scalable and cost-effective solution for power generation and industrial growth. Gazprom’s technical expertise across the entire gas value chain – which makes it the world’s largest gas producer – provides a valuable blueprint for African nations looking to harness gas for domestic use and export,” states NJ Ayuk, Executive Chairman of the AEC.

Returning to this year’s edition of AEW: Invest in African Energy, Gazprom will bring a wealth of expertise in the exploration, production, transportation, storage, processing, and sales of gas, gas condensate and oil. By collaborating with industry leaders and African stakeholders, Gazprom aims to support the continent’s journey towards energy independence and sustainable development.

Distributed by APO Group on behalf of African Energy Chamber.

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