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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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Afreximbank Launches Inaugural Accelerator Programme Cohort to Scale Africa’s Digital Trade Ecosystem

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The programme underscores Afreximbank’s growing role as a catalyst for Africa’s trade and innovation ecosystem, providing a structured platform to identify and scale high-impact ventures

Afreximbank is proud to be a partner, an enabler and a committed stakeholder in the success of the next generation of African trade champions

CAIRO, Egypt, March 26, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has officially launched the inaugural cohort of its “Afreximbank Accelerator Programme,” bringing together eight high-potential startups from across Africa and the diaspora for an intensive kick-off week taking place in Cairo from 23-27 March 2026.

 

Selected from a highly competitive pool of over 1,600 applications, the cohort represents some of the most promising ventures building digital infrastructure for intra-African trade from across the continent. These startups operate across key sectors including cross-border payments, digital logistics, agri-export platforms, AI-powered enterprise solutions, supply chain finance and diaspora investment mobilisation.

Participating in the cohort are the startups Fincart.io of Egypt; OnePort 365, which operates in Nigeria, Ghana and Kenya; Timon, a pan-African entity active in 15 countries; Zowasel, also active in Nigeria, Kenya and Tanzania; Gebeya, which is both Ethiopian and pan-African; Fluna, also a pan-African startup active in 10 countries; Capsa Technologies of Nigeria; and Daba Finance whose operations cover Francophone Africa.

Under the programme, which has been conceptualised, designed, and operated by Afreximbank, qualifying startups will be supported with investment of up to US$250,000, subject to standard investment criteria and due diligence, complemented by mentorship, market access, and strategic partnerships designed to accelerate their expansion across Africa.

The Cairo kick-off week, that commenced at Afreximbank’s headquarters on March 24, 2026 features a series of high-level engagements with the Bank’s leadership, industry experts, mentors and ecosystem partners. The week will culminate in an exclusive Social Mixer at the Grand Egyptian Museum, symbolically linking Africa’s rich heritage with its rapidly evolving innovation future.

Driving Africa’s Digital Trade Future

Speaking during the kickoff meeting, Mr. Haytham Elmaayergi, Executive Vice President, Global Trade Bank at Afreximbank, highlighted the significance of the event: “Today, we move from promise to execution, because we understand a fundamental truth: trade does not happen within the pages of policy documents. Trade happens through businesses. It happens through entrepreneurs. It happens through builders. What excites me the most about this cohort is not only who you are, but what you represent. You are building the digital rails that will define how Africa trades in the 21st century.”

He added: “This Accelerator Programme is part of a much broader ambition: an Africa where start-ups scale across the continent as a matter of course, where businesses trade seamlessly across borders, and where the continent operates as a truly integrated economic force.  Afreximbank is proud to be a partner, an enabler and a committed stakeholder in the success of the next generation of African trade champions.”

In addition to the core sessions, the eight startups met with Afreximbank President, Dr. George Elombi and the senior leadership team for expert-led briefings on a variety of topics.

The Accelerator Programme offers a differentiated value proposition by combining:

  • Direct access to Afreximbank’s pan-African network of governments, financial institutions, corporates, and trade partners
  • Market access and deal facilitation opportunities across key African trade corridors
  • Regulatory and policy guidance, leveraging the Bank’s relationships with central banks and regulators
  • Integration pathways into the Bank’s digital trade ecosystem, including the Africa Trade Gateway (ATG) and the Pan-African Payments and Settlement System (PAPSS)

This approach positions Afreximbank as a strategic enabler of cross-border trade and continental scale, helping startups navigate licensing, compliance and market entry across multiple jurisdictions. Beyond this, the Bank plays a central role in shaping Africa’s digital trade ecosystem, combining market access, partnerships, and infrastructure to support the growth of scalable, continent-wide solutions.

The programme underscores Afreximbank’s growing role as a catalyst for Africa’s trade and innovation ecosystem, providing a structured platform to identify and scale high-impact ventures. Through this initiative, the Bank is actively enabling the development of the digital infrastructure underpinning the implementation of the African Continental Free Trade Area (AfCFTA) agreement, positioning itself at the forefront of efforts to drive intra-African trade, market integration and economic transformation across the continent.

Collectively, the eight start-ups operate across more than 15 African countries, spanning key trade corridors in West, East, North and Southern Africa. Their traction highlights the scale and potential of African innovation. Fluna has facilitated more than US$50 million in trade across 10 countries. Capsa has processed over NGN70 billion in supply chain finance. OnePort 365 connects the Nigeria-Ghana-Kenya trade corridors. Timon supports payments in 15 countries, with plans to expand to 40 countries, and Zowasel has connected more than 4,000 verified cooperatives and agribusinesses.

Together, these ventures are building the digital rails for intra-African trade, accelerating the implementation of the AfCFTA and unlocking new pathways for economic integration across the continent and the wider Global Africa network.

Distributed by APO Group on behalf of Afreximbank.

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Energy

ESI Africa 2026 Finance & Investment Insights: Charting the Path to Africa’s $4.2 Trillion Infrastructure and Energy Opportunity

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The report, Finance & Investment Industry Insights Volume 1 2026, provides a strategic roadmap for investors, utilities, and policymakers navigating funding of the continent’s infrastructure landscape

CAPE TOWN, South Africa, March 26, 2026/APO Group/ –ESI Africa releases the definitive 2026 Finance & Investment Industry Insights Volume to navigate Africa’s infrastructure transition and South Africa’s R4.2 trillion funding gap.

The report, Finance & Investment Industry Insights Volume 1 2026, provides a strategic roadmap for investors, utilities, and policymakers navigating funding of the continent’s infrastructure landscape.

As African economies face macroeconomic stress from global geopolitical volatility and rising energy prices, the need for structural investment is now more urgent than ever.

The publication arrives at a critical juncture, specifically addressing the R3.6 trillion to R4.2 trillion funding gap South Africa must bridge to achieve energy security and Net-Zero commitments by 2050.

“From the analysis in this Volume, there is no doubt that South Africa faces a critical capital ‘hump’ between 2025 and 2030,” notes Nicolette Pombo-van Zyl, Editor-in-Chief.

“Success here depends less on the global availability of money and more on the country’s internal ability to implement regulatory efficiency. However, regardless of closing the funding gap, end users must prepare themselves for higher electricity bills.”

Key Insights from Volume 1 2026:

From the analysis in this Volume, there is no doubt that South Africa faces a critical capital ‘hump’ between 2025 and 2030

Electricity market reform and tariffs
The volume provides a deep dive into how shifting to multi-market structures and wholesale trading is reshaping electricity bills. It explores the “tightrope” of achieving grid stability while moving toward cost-reflective tariffs, which in South Africa have already doubled in the last five years.

The evolution of sustainable finance
With the green debt market exceeding $800 billion globally, the publication distinguishes between “Green Finance,” for established solutions, and the emerging “Transition Finance” pillar for hard-to-abate sectors.

Carbon markets as an asset class
Driven by corporate net-zero commitments, the carbon credit market is projected to grow to nearly $24 billion by 2030. The magazine examines how “pricing the invisible” can make marginal projects bankable in emerging markets.

Venture capital & innovation
Despite an “AI shadow” that saw some non-specialist funds pivot away from energy, the report highlights the rise of “patient capital” and a 91% surge in venture debt value to $1.8 billion in 2025.

Critical minerals and “friend-shoring”
Following the 2026 Critical Minerals Ministerial in Washington, the report analyses how new tariffs and strategic supply-chain alliances are redrawing the map for African producers.

“The time of a single electricity provider is ending,” states the publication. “The new system is moving toward a market with more players, more pricing options, and clearer decisions about who pays and how.”

Next investable projects
The volume also features an Investable Project Pipeline, showcasing high-impact initiatives such as the 394,000-hectare Rubeho Mountains Carbon Project in Tanzania, forest restoration in Nigeria, and innovative mineshaft pumped hydro storage in South Africa.

“The common thread through all these insights is a move toward maturity. Whether it is through smarter revenue collection, more nuanced sustainable finance, or using minerals as leverage, Africa is increasingly positioning itself as a strategic, rather than just a reactive, player in the global energy transition,” says Pombo-van Zyl.

Finance & Investment Industry Insights, Volume 1 2026 is now available for download at https://apo-opa.co/4sCPZKi

Distributed by APO Group on behalf of VUKA Group.

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Delegations from Nigeria, Senegal, Zambia and Djibouti to Meet Investors at Invest in African Energy (IAE) 2026 in Paris

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Senior delegations from Nigeria, Senegal, Djibouti and Zambia will attend IAE 2026 in Paris, offering investors insights into Africa’s growing oil, gas, power and renewable energy markets

PARIS, France, March 26, 2026/APO Group/ –With Africa’s energy landscape accelerating toward new frontiers in gas, power and renewables, the continent is drawing unprecedented investor attention. Senior delegations from Nigeria, Senegal, Djibouti and Zambia are confirmed to attend the Invest in African Energy (IAE) 2026 Forum in Paris, providing a unique platform for investors to engage directly with policymakers and project developers at a time of major energy expansion and infrastructure transition. Their participation highlights the continent’s drive to secure capital, scale domestic production and advance regional energy integration.

 

Nigeria: Gas Expansion and Export Growth
Nigeria’s energy sector continues to benefit from high-growth dynamics under the Petroleum Industry Act and its strategic pivot toward natural gas. The country’s Dangote Petroleum Refinery, with a 650,000-barrel-per-day capacity, reached full operation in February and has begun exports to countries including Ivory Coast, Ghana and Tanzania. Key infrastructure projects include the near-complete Ajaokuta-Kaduna-Kano gas pipeline and the Nigeria-Morocco Gas Pipeline. The 2025 Oil Licensing Round remains active, offering 50 blocks and attracting projected investment of $10 billion.

Senegal: Offshore Oil and LNG Growth
Senegal has achieved commercial production of offshore oil and LNG. The Sangomar field produced 36.1 million barrels in 2025, exceeding expectations, while the Greater Tortue Ahmeyim project’s Phase 1 delivered its first LNG cargo in April 2025. Senegal’s Karpowership LNG-to-power facility began supplying the domestic grid in mid-2025. Future developments include Sangomar Phase 2 and GTA Phase 2, alongside ongoing renewable energy projects under the Just Energy Transition Partnership.

Zambia: Diversifying Power Generation
Zambia is reducing reliance on hydropower, with solar, coal and petroleum projects scaling up. Notable initiatives include the $1.1 billion Ndola refinery, Chisamba and Itimpi II solar plants, and Maamba Collieries Phase II coal expansion. Reforms such as open access for independent power producers and fast-track approvals aim to unlock investment toward the government’s 10 GW generation capacity target by 2030.

Djibouti: Renewables and Regional Energy Hub
Djibouti imports most of its energy but is advancing renewable generation, including the 60 MW Ghoubet Wind Farm and the Grand Bara Solar Plant. Geothermal development at Lake Assal targets 50 MW of continuous power. Electrification currently covers roughly 65–70% of the population, with the government aiming for full access by 2030–2035. Djibouti also functions as a critical logistics hub for regional fossil fuel flows, particularly for Ethiopia.

The confirmed participation of these senior delegations reinforces the IAE 2026 Forum as a strategic platform for investors seeking verified, high-potential opportunities in Africa’s rapidly evolving energy sector, across oil, gas, power and renewable infrastructure. Their presence provides a direct line to key decision-makers and ongoing developments, offering insight into market dynamics, investment pipelines and regional energy growth.

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

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

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