GUIDE

The State of DTC
Marketing
Measurement
Survey 2022

GUIDE

The State of DTC
Marketing
Measurement
Survey 2022

Overview

The advertising landscape has shifted dramatically during the past 18 months. As new data-privacy rules and increasing restrictions on user-level tracking render last-click and multi-touch attribution (MTA) ineffective, marketers are searching for reliable ways to measure performance and optimize media spend.

Measured partnered with Sequent Partners to perform a comprehensive survey of 300+ marketers at director level and above from DTC (Direct to Consumer) brands. This report explores how marketers are dealing with current challenges in media measurement and what investments they are prioritizing for the future.

Key Findings

  • Accessing and synthesizing accurate data is the greatest challenge for DTC Marketers.
  • 64% of DTC marketers spend over 9 hours per week on reporting activities, with some roles spending upwards of 25 hours per week.
  • Despite reported inaccuracies, over 80% of DTC Marketers still rely on click-based data as their primary source of media measurement.
  • Marketers overwhelmingly agree experiments and testing significantly improve their decision-making confidence.
  • Reporting and testing tools will win the greatest share of technology investment dollars over the next 12 months.
Want the guide?
You’re only one step away.

*Required Fields

By registering, you agree to the processing of your personal data by Measured Inc. as described in our privacy policy.

Not a fan of forms?

You can access all the informative content below with just a click!

Incrementality Measurement for DTC Marketers

We wrote the guide! Learn how to grow your DTC brand with incrementality testing and experiments.

Recent Posts

Will your media attribution still work?

Are Your AdTech Vendors’ Data Practices Putting You At Risk?

More policy changes, new regulations, and accelerated enforcement are on the way. Will your media attribution still work?

Read

Measured - Rockerbox Blog

Which Attribution is Best for Optimizing Your Media Spend?

Marketers are being pursued by a growing crowd of measurement providers, making a lot of conflicting claims. 

Read

In Market Facebook Experiments

What We Learned From 10K Facebook Incrementality Experiments

It would be a shame if we didn’t share with our clients the tremendous value represented by years of aggregated experiment data.

Read

Want to Learn More About
Incrementality and Attribution?

We’ve got answers to all your questions about measurement,
experimentation, MMM, MTA and more.