January 25, 2023
Marketers Identify Tracking, Accountability, Transparency As Greatest Trust 'Weaknesses'
- by Joe Mandese @mp_joemandese, December 2, 2019
"Tracking," defined as benchmarking the
value of a marketing organization's performance over time, was identified as the greatest weakness by the majority of executives participating in a survey taken by the Advertising Trust &
Transparency Forum during the recent ProcureCon Marketing 2019 conference in Seattle, WA.
The survey, described as …
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A very interesting article.
But caveats up front. First, circa. n=30 is a very small sample, second the pool was self-selected (just those at the conference) and may not represent the wider marketing organisation industry.
The stand-out result is that 59% nominated "tracking" as a weakness in marketing organisations, which was defined as "benchmarking the value of a marketing organization's performance over time".
Isn't this, in essence, an admission that marketers are not longitudinally measuring their effectiveness sufficiently? Or could this mean that they want someone to track and report their performance for them?
Marketers should own the issue and take responsibility.
Do they take it in-house (after all the marketer has the best access to the biggest data pool and deepest knowledge of the brand)?
Do they get their media agency to do it for them (great access to lots of data, but could be compromised by their own results, and marketers have a tendency to churn agencies every few years)?
Do they out-source it to specialist marketing data analysts (those that have no skin in the game such as media owners and media agencies)?
There are options and choices. There is a strong appetite. So what is holding them back apart from making a decision and doing it?
While not mentioned in the release, Trust Across America-Trust Around the World administered this survey at the "forum's" request. Please contact Barbara Brooks Kimmel, Founder at barbara@trustacrossamerica.com for more information.