CPG marketers cite return on ad spend most important performance indicator
According to “CPG Marketer Report: Attitudes of Industry” prepared by Brand Innovators Inc. and NCSolutions (NCS), the results of a new survey on the future of outcome-based metrics and tools for marketing effectiveness, 67% of CPG marketers say that return on ad spend (ROAS) is the most significant advertising key performance indicator for their business today—followed by 16% indicating target audience reach was most critical, purchase intent (10%), and clicks and online engagement (7%).
When asked what methods marketers use to measure advertising campaign outcomes, almost three-quarters (74%) say market mix modeling, 71% incremental sales lift, 42% multi-touch attribution, 30% last-click attribution and 13% cited other metrics inclusive of return on ad spend, site engagement and brand health tracking. Respondents were able to select multiple options.