Better reporting, measurement, attribution and data are marketers’ greatest areas of focus, according to new research commissioned by the Internet Advertising Bureau. A total of 74% of marketers, media buyers and AdTech executives say better reporting, measurement and attribution will command their attention in 2017. The study also found that close to three-quarters (71%) expect their organization to spend more on audience data and related solutions/services in 2017, which grew from 67% in 2016.
The second annual benchmarking study, The Outlook For Data 2017: A Snapshot Into The Evolving Role Of Audience Insight, was conducted by Winterberry Group. The research shows a shift from execution to attribution; 57% expect “cross-channel measurement and attribution” to occupy most of their time, attention and resources in 2017. This is a shift from 2016, where 52% said that “general audience analytics” was their main focus. This aligns with findings from Demand Gen Report’s 2017 Demand Generation Benchmark Survey Report, where 88% stated the ability to measure and analyze marketing impact was their top priority for 2017.
Other findings from the study include:
- When asked which factors will be most important to driving their data-driven marketing and media initiatives in 2017, demand/interest from customers (62%) was the top factor, followed by growing quality of first-party data resources (53%)and growing emphasis on investment accountability (50%).
- The top obstacles to data-driven marketing and media deployment include difficulty in proving ROI and lack of internal experience (45%), followed by insufficient availability/functionality of supporting technology (39%).
“Cross-media measurement and attribution are critical issues that demand focus and significant resources this year and beyond,” said Dennis Buchheim, SVP of Data and Ad Effectiveness, and General Manager of the IAB Data Center of Excellence. “Over the course of 2017, IAB plans to work vigorously towards solutions in identity, attribution, and measurement—developing guidelines, standards, and services that will benefit the entire industry by simplifying and enhancing data-driven media transactions.”