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RESEARCH, ANALYSIS & TRENDS

Fournaise calls on marketers to stop

living in their la-la-land and embrace

KPIs to prove effectiveness and ROI

The Fournaise Marketing Group, one of the world’s and why, Fournaise measured again – as every year -
leading Marketing Performance Measurement & Man- the actual effectiveness of 2.5+ million B2C/B2B mar-
agement (MPM) companies, revealed in its latest study, keting strategies, campaigns and ads across all media
that 76% of marketers track effectiveness wrongly, be- channels (traditional, digital, direct, and mobile) across
sides some other interesting findings. Fact is that it is more than 20 countries. The insights gained from the
astonishing that in today’s age of business performance study predestines Fournaise to be the perfect market-
such a high percentage of marketers still use the wrong ing advisor on what corrective actions should be taken
Key Performance Indicators (KPIs) to track and prove to push strategies, campaigns and ads to deliver better
the effectiveness and ROI of their marketing strategies results, performance and ROI.
and campaigns.
Further, Fournaise this time analyzed more than 500
“When are marketers finally going to realize that their marketing strategy documents, campaign briefs and
job is to generate incremental (measurable and P&L- effectiveness reports that have been created and/or
quantifiable) customer demand for their organization’s provided by/to marketers, identifying four shocking
products and services, and when are they going to start facts:
tracking their marketing effectiveness accordingly?”
Jerome Fontaine, Global CEO & Marketing Perfor- For 77% of marketers, effectiveness is still mainly
mance Chief of Fournaise asked, concluding “If market- about awareness
ers want to be taken seriously and have a bigger,
stronger presence in the boardroom, they need to stop 77% of marketers consider generating gradual aware-
living in their la-la-land and start behaving like real busi- ness a critical way to prove the effectiveness of their
ness people.” marketing. By positioning awareness as one of their top
KPIs on their ‘Marketing Performance Dashboard”,
To identify what works, what does not, where, when these Marketers assume that if their target audience
10 Asian eMarketing September 2015: Marketing Analytics & Search
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