Developing a best-in-class marketing effectiveness program requires time, effort, and commitment – but the rewards are worth it. To succeed, businesses need a holistic set of processes, tools, techniques, skills, and behaviors that enable marketers to make investments that contribute to business growth. These include: • A clear vision for the role that marketing plays in driving business growth • A robust yet agile data strategy • A range of analytic techniques that measure the full impact of marketing over the short and long term. • Data-driven foresight techniques that enable you to plan for multiple future scenarios. • A culture of data-informed decision-making throughout the business. Excelling across all these different areas can be transformative, according to research. Companies that demonstrate advanced marketing effectiveness capabilities are much more likely to see year-over-year revenue growth. But it’s important that you don’t take a “set and forget” approach to your marketing effectiveness program. To ensure it delivers over the long term, you need to assess it regularly and ensure it evolves as the business, category, and wider economy changes.

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