A C-Suite Guide to Marketing Measurement in 2025
In today’s rapidly evolving marketing landscape, measuring the effectiveness of your marketing efforts is more crucial than ever. Our C-Suite Guide to Marketing Measurement in 2025 is your essential resource for navigating the complexities of modern marketing measurement and ensuring your business stays ahead of the curve.
This comprehensive guide explores the most powerful tools and techniques, including Marketing Mix Modeling (MMM), Incrementality Testing, and Attribution — key strategies that will drive your marketing success in 2025 and beyond. Learn how these methodologies can optimize your marketing efforts, maximize ROI, and align your strategies with broader business objectives.
Table of contents
- State of marketing measurement today: Understand the challenges and trends shaping the current marketing measurement landscape.
- The Golden Triangle of MROI:
- Marketing Mix Modeling (MMM): our model allows for strategic decision-making taking into account media & marketing budgets, Brand Power (based on Share-of-Search, Social Listening and Brand Tracking), Pricing, Promotions, Product Launches, Merchandising and Distribution. It captures both the short and long term effect of media and brand on revenue.
- Incrementality Testing: It allows for validation and calibration of MMMs by measuring impact on the ground. A suite of approaches provide significant validation on the robustness of the causal effect of campaign interventions.
- Multi-Touch Attribution (MTA): Artefact’s techniques allow companies to gain rapid granular insights on audiences, geos and campaigns that drive in-flight campaign optimization. An array of packaged and tested techniques allow for robust benchmarking on a granular view of the customer journey.
- Special highlights: Get exclusive insights from industry leaders Accor, Nike, and Artefact, showcasing real-world perspective on how the marketing measurement techniques.
- Future outlook: Gain a forward-looking perspective on how the marketing measurement landscape will evolve and what you need to do to stay competitive.
The e-book features exclusive business cases that will inspire you and offer valuable insights from industry leaders and Artefact experts.
- Accor’s Use Case about optimizing investments with MMM for budget planning by Yassine Hachem, SVP E-commerce & Customer Engagement
- Nike’s Use Case about operationalizing marketing measurement into business strategy through strong leadership, a tailored toolkit, and a data-driven culture by Linda Cereda, former Global VP of Marketing Data.
- Use Case about leveraging Google’s Meridian for more accurate and timely Marketing Mix Modeling by Sid Mohan, Director Data Science & Causal Inference at Artefact
- Use Case about integrating long-term brand effects into MMM by Johan Walda, Manager Data Science at Artefact
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