Elsewhere in Measurement Land, the Media Rating Council’s project to standardize advertising outcomes measurement has emerged with unintentionally hilarious conclusions that “there was not consensus by practitioners around a single method by which to measure outcomes” and “most users view current outcomes measurement as a largely opaque process in need of much greater transparency.” Jamie in our Department of the Obvious is impressed.
There are measurements and then there are measurements. Snapchat parent Snap has purchased Fit Analytics, which helps people find right-sized clothing. You can file this under “social platforms expanding into e-commerce” if you want to connect it to something significant.
You’re not the only one struggling to understand the impact Apple’s new tracking consent rules. Here’s a helpful piece from our friends at AdExchanger on what will change with Facebook reporting. Long story short: no more holdout tests or store visit optimization.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.