GUIDE
The State of DTC
Marketing
Measurement
Survey 2022
GUIDE
The State of DTC
Marketing
Measurement
Survey 2022
Overview
Measured partnered with Sequent Partners to perform a comprehensive survey of 300+ marketers at director level and above from DTC (Direct to Consumer) brands.
Summary
The advertising landscape has shifted dramatically over the past 18 months, with media measurement and attribution capabilities significantly impacted by new privacy rules such as shorter look-back windows and restrictions on user-level tracking.
With a heavy focus on ecommerce sales and a significantportion of revenue spent on media, DTC marketers must now more than ever, identify a measurement approach that allows them to tie media spend directly to business outcomes. Most marketers however, are still reliant on platform-provided, click-based measurement and are finding data inaccuracy, data aggregation, and costly time investments in reporting to be significant challenges.
As privacy regulations continue to render methodologies such as last-touch, multi-touch, and click-path attribution ineffective, it’s clear marketers are searching for new strategies that are future-proof, accurate, and reliable to measure the value of their advertising. This report details how marketers are dealing with these challenges and what investments they are prioritizing for the future.
Key Findings
- Accessing and synthesizing accurate data is the greatest challenge for DTC Marketers
- 64% of DTC marketers spend over 9 hours per week on reporting activities, with some roles spending upwards of 25 hours per week
- Despite reported inaccuracies, over 80% of DTC Marketers still rely on click-based data as their primary source of media measurement
- Marketers overwhelmingly agree experiments and testing siginificantly improve their decision-making confidence
- Reporting and testing tools will win the greatest share of technology investment dollars over the next 12 months
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