Behind the Numbers: an EMARKETER Podcast Why a Shaky Economy Is Leading to Marketing Cognitive Dissonance with Nielsen: Part 1 | Behind the Numbers
Nov 7, 2025
Alison Gensheimer, Head of Performance Marketing at Nielsen, and Matt Devitt, SVP at Nielsen, unpack how the rocky economy is reshaping advertising strategies. They highlight the pressure to prove ROI, leading marketers to cut budgets even when high ROIs are observed. The duo discusses the urgency for faster measurement in channels like print and radio, emphasizing the need for agile strategies. They also advocate shifting from post-mortem analysis to real-time adjustments to meet the demands of a fluctuating market.
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Uncertainty Shrinks Marketing Budgets
- Economic uncertainty is driving marketers to be more conservative and shift spend quickly.
- Marketing budgets are easy to move, so firms cut spend amid unclear 6–18 month outlooks.
ROI Data Vs. Budget Cuts
- Marketers face cognitive dissonance when ROI data shows strong returns but they still cut spend.
- Organizations often act non‑rationally, reducing budgets despite seeing $3–$5 ROIs.
Balance Speed With Holistic Measurement
- Prioritize measurement speed but avoid sacrificing holistic accuracy for quick answers.
- Combine fast signals with broader metrics to justify full‑funnel investments to execs.