Adverity CMO, Harriet Durnford-Smith

 

Q1 is when global awards deadlines loom. Yet, it’s no surprise that many integrated marcomms professionals are frantically negotiating late entry fees or passing on entering due to a lack of insights to make a compelling award entry.

An independent research report commissioned by Adverity, released just before Christmas, surveyed almost 1,000 marketers and data analysts from around the world and showed that: 77% of marketers have yet to achieve a single unified view of their marketing performance while 68% still depend on spreadsheets for reporting.

So, when the majority are still relying on outdated practices when it comes to marketing data and analytics – it’s little wonder that deciding on whether a campaign is gong-worthy let alone finalising an entry is tricky, time-consuming and involves lots of internal politics.

As marketing spend continues to recover to pre-pandemic levels and many are required to demonstrate its return on investment (ROI), demonstrating the impact of marketing both internally and externally has never been more important. In this environment, shouldn’t we all be promoting the fruits of our labour and enjoying our success as client and agency teams, too?

But there are still big barriers to staking professional reputations on the all-important results section, awards-juries will be interrogating:

38% of data and marketing professionals state the inability to measure ROI on marketing spend as one of their biggest challenges

One-third of Chief Marketing Officers (CMOs) don’t trust their marketing data

So how can clients or in-house leads be expected to showcase the impact they are making when relying on data which they aren’t 100% confident in?

It’s a minefield when today’s integrated comms mix relies on measuring ROI across multiple channels, often relying on hundreds of sources to collate. In today’s world – sifting through spreadsheets can take weeks and by manually wrangling data from many sources, businesses and brands open themselves up to human error and inefficiency particularly as many work from home.

So, what next? Before the results flow in later in the year and the C-Suite asks why we aren’t winning the awards our competitors are – we need to have a serious conversation internally on how to collaborate to achieve a unified view on results. Only taking this step will mean we can stock up our trophy cabinets with confidence.

About Adverity
Adverity is a leading intelligent data and analytics platform that enables businesses to make insights-driven decisions, faster and easier. Used by marketing, sales and eCommerce teams around the world, Adverity transforms siloed data into actionable insight, reducing the complexity in demonstrating marketing effectiveness and return on investment across multiple channels.

By automating data integration from hundreds of sources and working seamlessly with your existing tech stack, Adverity's flexible end-to-end platform delivers a single view of marketing and sales performance across your entire business. The platform's powerful data visualizations and proactive analytics reveals tangible insights and uncover real-time opportunities for improving performance and driving growth. Adverity is headquartered in Vienna, with offices in London and New York. Learn more at adverity.com.