The Effectiveness Equation Report by Google (2025)
Marketers are being asked to do more with less. At the same time, demonstrating marketing’s impact is getting increasingly hard. Only 40% of senior marketers decision-makers believe their organisation has a clear effectiveness goal, and a mere 20% strongly agree on how to measure it. Google’s “The Effectiveness Equation” report addresses this issue, offering strategies to optimise impact measurement and build a stronger business case for marketing budget:
- Uncover the power of long-term ROI: Learn how marketing returns extend far beyond immediate gains, with significant carry-over effects that boost sustained growth.
- Leverage brand strength for pricing power: Understand how strong brands command higher prices and exhibit lower price elasticity, securing a competitive advantage.
- The key to growth is collaboration between marketing and finance: Learn how to improve cooperation and communication between marketing and finance and align measurement to shared goals.
- Capitalise on first-party data for a competitive edge: Explore how personalisation through customer data could significantly increase a brand’s share of preference.
- Maintain sustained marketing investment for resilience: Understand why consistent investment is vital and how cutting marketing during a downturn is a false economy.