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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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Energy

Investment, Fuel Security and Strategy to Take Center Stage Across Angola Oil & Gas (AOG) 2026 Multi-Track Program

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2 days ago

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March 27, 2026

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Energy Capital

With strategic, technical and roundtable discussions, AOG 2026 strengthens its position as Angola’s premier platform for industry dialogue, investment and project development

LUANDA, Angola, March 27, 2026/APO Group/ –The Angola Oil & Gas (AOG) Conference and Exhibition returns to Luanda this September as a bridge connecting global investors and project developers with Angolan projects and partners. At a time when global supply disruptions and geopolitics are sharpening consumer focus on Africa, Angola offers the stability, resource base and investment appeal needed to support long-term security. Reflecting this focus, AOG will once again feature a multi-track program designed to showcase Angolan opportunities to a global audience.

Across three primary tracks – the Strategic, Technical and Roundtables Track – AOG 2026 will bring together policymakers, operators, financiers and technology providers to address challenges and opportunities across the full investment value chain. The expanded program structure underscores the event’s commitment to facilitating targeted discussions that support project development, strengthen partnerships and address the most pressing challenges facing Angola’s oil and gas sector today.

Strategic Track

As Angola continues to position itself as a leading African investment destination, the AOG 2026 Strategic Track will provide a platform for high-level dialogue between government, operators and investors, focusing on the policies, partnerships and capital frameworks required to sustain production and drive new exploration. Taking place across the two-day main conference, the Strategic Track will address the macro and investment-driven themes shaping Angola’s oil and gas industry.

Sessions will cover investment trends, Angola’s upstream competitiveness, advancing deepwater frontier momentum and opportunities in building an Angolan gas economy. Additional discussions will examine oil trade and the impacts of geopolitics, financing solutions for independents, fuel supply security and refining and the economics of local content success.

Technical Track

Running alongside the Strategic Track, the Technical Track will feature a series of presentations and discussions addressing critical operational and technical challenges across Angola’s oil and gas sector. This track will focus on practical solutions and emerging technologies that are shaping the future of the industry.

Topics will include M&A trends and asset transactions, accelerating AI adoption in oil and gas operations, building the next generation workforce and developing decommissioning frameworks for ageing assets. By focusing on operational efficiency, technology deployment and workforce development, the Technical Track will provide valuable insights for companies looking to optimize performance and extend the life of Angola’s producing assets while preparing for the next generation of projects.

Roundtables Track

A strategic feature at AOG, the Roundtables Track will introduce a more interactive discussion format focused on some of the industry’s most complex and strategic issues. These sessions will bring together small groups of stakeholders for targeted discussions on ensuring global compliance, Angola’s licensing landscape, partnerships and the future of upstream development.

Additional topics will include resolving the dollar/kwanza conundrum, the role of local financial institutions in the oil and gas sector and strategies to strengthen collaboration between international investors and local companies. The introduction of the Roundtables Track reflects growing demand for more focused, solution-driven discussions that move beyond traditional conference formats and toward practical problem-solving and partnership building.

Additional Features: Pre-Conference

In addition to the main conference program, AOG 2026 will include a dedicated pre-conference agenda on September 8, setting the tone ahead of the main conference discussions. Pre-conference sessions will cover subsurface imaging and structural analysis, Angola’s fiscals in a global context and strategies for strengthening Angolan institutions.

Several industry-led workshops will also take place, with companies offering insights into the technologies, solutions and tools that are transforming Angola’s oil and gas sector. These sessions are designed to provide practical knowledge sharing while highlighting the role of technology and innovation in improving efficiency and supporting new project development.

With an expanded multi-track program and the introduction of the Roundtables Track, AOG 2026 continues to evolve into a platform designed to drive investment, strengthen partnerships and support the next phase of Angola’s oil and gas growth.

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

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Energy

Minister Ernesto Kesar Joins Caribbean Energy Week (CEW) 2026 as Trinidad and Tobago Accelerates Upstream Momentum

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2 days ago

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March 27, 2026

By

Energy Capital

The participation of Minister Ernesto Kesar at Caribbean Energy Week comes as the country advances new upstream projects, gas developments and regional energy cooperation

PARAMARIBO, Suriname, March 27, 2026/APO Group/ –Ernesto Kesar, Minister in the Ministry of Energy and Energy Industries of Trinidad and Tobago, has officially joined the upcoming Caribbean Energy Week (CEW), reinforcing the country’s commitment to upstream growth at a time of renewed momentum in the oil and gas sector.

 

As the twin-island country advances new gas supply projects, encourages exploration and strengthens regional energy ties, Minister Kesar’s participation at CEW 2026 is expected to serve as a launchpad for strengthened regional ties.

Minister Kesar’s participation comes amid a multi-billion-dollar investment surge in Trinidad and Tobago as operators advance projects, regional energy ties and strategic partnerships. At the helm of these efforts, the Ministry of Energy and Energy Industries continues to prioritize upstream investment, deepwater exploration and cross-border gas projects, positioning the country as a regional hub for natural gas production and LNG exports.

Recent milestones reflect this momentum, with several projects starting production and exploration kicking off across key basins. The bpTT-led Cypre gas project achieved first gas in April 2025, with peak production estimated at 45,000 barrels per day (bpd) – translating to around 250 million standard cubic feet of gas. The project comprised seven wells and will enhance the country’s overall export capacity. In partnership with EOG Resources, the company also started production at the Mento field in 2025, featuring a 12-slot, attended facility.

Looking ahead, bp’s Ginger gas development is on track for first gas production in 2027 following FID reached in 2025. With an expected capacity of 62,000 bpd, the project will feature four subsea wells tied back to the company’s existing Mahogany B platform. The company is also evaluating development options for its Frangipani exploration well which identified multiple stacked gas reservoirs in 2025. These initiatives will not only bring additional volumes online to support LNG exports and domestic capacity, but strengthen the country’s position as a regional hub for oil and gas.

Beyond projects, Trinidad and Tobago is advancing exploration efforts with a view to strengthen its reserves. The company awarded an ultra-deepwater exploration block to ExxonMobil in 2025, signaling the company’s return to the market after nearly two decades. The milestone not only paves the way for the development of Block TTUD-1, but opens the door to nearly $20 billion in potential investment. The move follows a 2025 licensing round launched by the Ministry of Energy and Energy Industries in 2025, aligning with national goals of revitalizing exploration across deepwater margins.

On a regional front, Trinidad and Tobago is streamlining cross-border collaboration. The country recently secured a license from the United States authorizing oil and gas activities with Venezuela. The approval allows Trinidad-based companies to pursue cross-border gas developments, paving the way for Venezuela to feed new gas volumes into Trinidad and Tobago’s existing LNG and processing infrastructure. The move will not only sustain gas exports but accelerate long-delayed projects such as the Dragon gas field – situated near the maritime border of the two countries.

Trinidad and Tobago is also assessing options to restart the Pointe-a-Pierre refinery, which has been closed since 2018 following the restructuring of state-owned Petrotrin. The government is currently in talks with various partners as well as Guyana to reopen the facility. If brought back online successfully, the facility would support regional energy security efforts, highlighting a strategic opportunity for global and regional investors.

As upstream momentum continues to build, the upcoming CEW 2026 offers a strategic platform to advance dialogue on regional gas monetization, energy security and investment opportunities. Minister Kesar’s participation reflects Trinidad and Tobago’s commitment to strengthening Caribbean energy ties, paving the way for new collaborations and sustained investment.

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

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Business

China’s 15th Five-Year Plan: Charting Solutions in an Uncertain World

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2 days ago

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March 27, 2026

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China

CGTN’s special feature explores potential impacts of China’s 15th Five-Year Plan beyond its borders.
BEIJING, CHINA – Media OutReach Newswire – 27 March 2026 – As policymakers and business leaders convene at the Boao Forum for Asia Annual Conference, one of the most closely watched gatherings on the global calendar, attention is turning to China’s national development blueprint: the 15th Five-Year Plan. Beijing’s latest development roadmap arrives at a critical moment, as the world is grappling with geopolitical tensions, economic fragmentation and climate change. With these challenges mounting, many international observers are exploring how this blueprint will shape future development trajectories within China and beyond.
Achim Steiner, former administrator of the United Nations Development Programme, regards green transition, which takes center stage in China’s 15th Five-Year Plan, as one of the defining economic shifts of the coming decades. He emphasizes that China’s leadership on renewable energy, ranging from solar panels to electric vehicles, have not only driven down global costs, but also turned technologies like EVs that were once considered “luxury and privilege” into accessible tools for people’s daily lives. He noted such a giant leap in green technology represents a frontline opportunity for transformation on the African continent, where over 600 million people still lack electricity. Steiner believes the green mindset adopted by Beijing will help many developing nations to avoid catastrophic fallout from climate change. And as certain western nations waver on climate commitments, China’s approach to addressing global warming, in contrast, provides a compelling model of a responsible nation, which suggests that green growth can be a policy priority and allow for win-win progress.

Mohd Faiz Abdullah, executive chairman of the Institute of Strategic and International Studies in Malaysia, situates China’s development strategy within a regional context. He says that the cooperation between China and ASEAN has been contributing to regional and global growth. He described the global economic status quo as “increasingly fragmented,” adding that the key challenge is “not to help one individual economy grow,” but to achieve shared and sustained prosperity “at regional and global levels.” Such a joint task requires shared responsibility in a variety of crucial areas covered in China’s 15th Five-Year Plan, including advanced manufacturing, green transition and technological upgrading. In his view, the development vision demonstrated in China’s 15th Five-Year Plan is not solely inward-looking, but also a domestic model that can convert to outward impact to the wider world. Abdullah also highlighted that China and ASEAN have already formed one of the world’s most dynamic economic partnerships, characterized by expanding investment flows and deepening integration. He believes that the continued implementation of the Regional Comprehensive Economic Partnership will ensure ASEAN and China can work together to achieve shared economic progress for the next decade.

Justin Yifu Lin, former chief economist for the World Bank, argues that while the global economy is mired in uncertainty and turbulence, China remains a rare source of stability, certainty and development momentum. Since about 2008, he noted, China has contributed roughly 30 percent of global growth, underscoring its role as a key engine of the world economy. Acknowledging that challenges are universal rather than unique to China, Lin stressed that what matters is the ability to recognize both constraints and opportunities, and to turn the latter into tangible growth. He pointed to China’s continued potential in technological innovation and industrial upgrading, supported by its large talent pool, vast domestic market, comprehensive manufacturing base and effective coordination between market forces and government policy. While external risks such as supply chain disruptions and trade tensions persist, alongside domestic pressures, including aging and regional development imbalance, Lin suggests China still holds significant growth potential, possibly around 8 percent per year through 2035, if these challenges are well managed.

In a world increasingly defined by uncertainty, China’s 15th Five-Year Plan is deemed as an important source of direction and momentum. As the country aims for a good start to its next five-year development period, seeking to advance modernization through high-quality development, major tasks still lie ahead.

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