WFA Global Marketing Effectiveness report

This survey on Global Marketing Effectiveness was run in 2019, in partnership with Ebiquity. 31 companies took part, representing approximately US$4.7bn in marketing investment.

All respondents had global or regional responsibilities, with 53% working in consumer insights roles, 41% in marketing roles and the balance split between digital marketing and procurement.

Responses revealed a number of findings including that 2 out of 3 respondents did not feel their analytics programme was ‘fit for purpose’, with a number of replies highlighting a lack of clarity on data ownership and perceived limited access to log-file data.

Members can download the full report, including suggested actions for brand owners, here.
A short presentation with key outtakes can be found here.