Email marketers can be forgiven for perhaps feeling smug: The email address is the foundational piece of self-reported data.
That should be kept in mind as brands seek first-and zero-party data in response to changes like the pending loss of cookies. Accessing accurate data is their biggest hurdle, and some are still using spreadsheets, according to the State of DTC Marketing Measurement, a study by Measured and Sequent Partners.
Marketers are very concerned about these issues (in this order):
Brands also face challenges in getting useful insights from measurement:
Overall, D2C brands now allocate 37.2% for prospecting, 32.8% for retention and 37.2% for retargeting.
The study found that more 80% of D2C marketers are still reliant on click-based reporting for measuring media performance. Their primary forms of media performance technology are:
Platform attribution (Attribution/Lift Study/Results From Ad Platform—37.1%
Site-Side Analytics (Google Analytics)—16.6%
MMM (Marketing Mix Modeling)—11.9%
MTA (Multi-Touch Attribution—2.5%
Only 17.6% say they lack a single source of truth for measuring marketing performance. But they are now spending 9-24 hours per week on reporting.
That may explain why more than 50% are investing in reporting and visualization.
Which performance metrics are important? The respondents cite:
With first-party data top of mind, D2C marketers are using these technologies in their martech stacks:
Many are actively running tests, including:
Are they doing all this correctly? Some aren’t. For instance, 26.6% conduct geo-based tests using the same market as a control.
They choose control and treatment markets as follows:
Measured and Sequent Partners surveyed 300+ marketers at the director level and above at D2C brands.