LCP Marketing Effectiveness Survey

LCP Marketing Effectiveness Survey Our survey "Marketing Analytics: current and emerging trends" aims to uncover the latest trends in marketing with a particular focus on those aspects where marketing professionals are using data to drive marketing decision-making.

Glenn Granger

“This survey has revealed that behind the drive for more measurability is the overarching need for greater certainty of outcomes”
Glenn Granger, Partner, LCP Marketing Analytics
+44 (0)20 7439 2266 Request a meeting with Glenn Granger

The key findings from our survey are:

  • No "one size fits all" strategy exists in tackling the volatility of outcomes problem; the multitude of options available to marketers means that there is no single "bad" marketing channel that can be removed from the marketing mix;
  • The introduction of risk reduction strategies leads to better planning decisions being made.
  • The majority of participants feel that marketing risk is a crucial concern for corporate governance.

The changing nature of the modern economy has led marketers to look again at the insight that they are able to generate from the data that they have available and to ask whether that same information can help them address yet more fundamental questions.

The good news for marketers is that the tools do exist to answer the questions they are asking, and can largely be addressed with the data that is available to them. In particular, risk-based analysis can help organisations measure the volatility of outcomes that their marketing plans produce.

Our guide "Increasing the effectiveness of your marketing" and "ready reckoner" provide further information on our approaches and how much your company could benefit from marketing resource optimisation.