‘Objective view’: Do brands need a dedicated marketing effectiveness team?
Having a dedicated marketing effectiveness team can provide rigour and objectivity, but is that level of resource realistic for every brand?
Measuring the effectiveness of marketing to inform future campaigns and justify investment is surely a no brainer for any marketing team. However, according to Marketing Week’s 2025 Language of Effectiveness survey, under two-fifths of respondents (39.1%) say marketing effectiveness is a well-defined function within the business, with a clear structure and chain of accountabilities.
What do these numbers really tell us? Is it that measuring the impact of marketing activity is not taken seriously in many businesses? Or is it simply that it’s not something the majority of brands believe needs to be a standalone, defined function within the business?
Diageo has been using internal marketing analytics data tool Catalyst since 2017, which combines a range of internal and external data to determine budgets and the likely impact of campaigns in specific regions.
