The WARC Podcast Three trends shaping marketing measurement in 2025
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May 20, 2025 In this insightful discussion, Matt Andrew, Partner and General Manager at Ekimetrics, shares his expertise on the future of marketing measurement. He highlights the growing trend of experimental methods, essential for adapting to dynamic market conditions. The conversation touches on the intricacies of pricing and brand equity, emphasizing long-term strategies. Matt also delves into the innovative integration of AI in creative measurement, exploring how effective storytelling can enhance campaign success while navigating the challenges of brand consistency.
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Rise of Marketing Experiments
- The use of experiments in marketing has doubled because they are now more accessible through many platforms offering experiment tools as standard.
- Experiments provide essential insights on incrementality that econometrics and attribution do not fully capture.
Run Experiments With Purpose
- Run marketing experiments with clear hypotheses and defined timeframes to avoid aimless testing.
- Use experiments to either continuously improve campaigns or make the case for new investments, tailoring approach to budget and brand maturity.
Embed Experiment Culture
- Embed experiments in the organizational culture to fuel curiosity and continuous improvement.
- Plan experiments strategically rather than reactively to better steer marketing efforts towards growth.