Creating a Global Culture of Marketing Effectiveness

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This newest insight conducted latest report – conducted by the World Federation of Advertisers (WFA), in partnership with Ebiquity and the Institute for Practitioners in Advertising (IPA) –, serves as a comprehensive guide for organisations seeking to elevate their marketing effectiveness strategies and achieve sustainable growth and success in 2023 and beyond the years ahead.

The guide defines marketing effectiveness as “the Process of improving business performance from marketing activities, made easier and more impactful by People; Data, Tools, & Measurement; and a strong and clear Focus.” How well a brand performs against each of these key components defines the health and strength of their own marketing effectiveness culture.

"To truly boost marketing effectiveness in the years ahead, organizations need to take action in these key areas. By understanding the 'why' behind their marketing activities and prioritizing comprehensive measurement, companies can create a more holistic culture of marketing effectiveness. Moreover, fostering organizational teamwork and integrating the Insight function into the marketing decision-making rhythm will result in a more collaborative and successful marketing effectiveness culture."

Mike Campbell, Managing Principal, International Analytics at Ebiquity Tweet

Defining marketing effectiveness

People: Buy-in at top and senior levels, defined roles and responsibilities
Focus: A clear roadmap that communicates how each step will create business value
Process: The cycle of increased marketing intelligence, to decision-making
Data, tools & Measurement: An effectiveness capabilities ecosystem

// New WFA research in partnership with Ebiquity & IPA

Providing guidance for advertisers on creating successful effectiveness cultures & frameworks

Our framework establishes an industry standard, backed by 93% agreement of advertiser respondents, on the definition of marketing effectiveness. We hope that this will promote its adoption as common industry language, fostering stronger effectiveness cultures for brands and agencies.