营销衡量信任的真实成本：停滞的信心如何威胁绩效与预算

Why plateauingconfidence is puttingperformance andbudgets at risk Despite marketing teams feeling more confident thanever in measurement, their faith in reporting accuracyis flatlining. New research from EMARKETER andTransUnion finds marketers grappling with pressureto prove marketing’s worth and doubts aboutmeasurement reliability. This report unpacks key findings from the study,showing how smart investments in measurementstacks and making ROI justification a priority canhelp marketers navigate this complex landscape. Based on a survey of 196 US marketers, this reportshows how fractured data, internal skepticism,and economic uncertainty are shaking confidence inmarketing measurement—and putting budgets at risk. Key survey findings: 1.Measurement confidence has stalled and fragmentationis the top barrier.Some 54.1% of marketers reportno change to their measurement confidence YoY, and 14.3%say it’s declined. Siloed/incomplete data, cross-channeldeduplication issues, and walled-garden reporting limits arethe most cited challenges. 2.Internal trust impacts budgets.Some 60.2% sayinternal stakeholders question their metrics at leastsometimes, and 28.6% have had 11%–20% of their budgetreallocated or put at risk due to measurement doubts. 3.A need for efficiency is driving AI adoption.With nearly30% of marketers facing budget cuts to measurementand analytics amid economic uncertainty, half are turningto AI and machine learning to automate reporting. 4.The tech stack is evolving.A quarter (26.5%)of marketers are dissatisfied with their currentmeasurement tech stack, prompting a shift toward morelong-term, holistic strategies such as marketing mixmodeling (MMM) and multitouch attribution (MTA). 5.ROI proof is the top priority.Two-thirds (67.4%) sayproving incremental ROI has become more pressing intoday’s economy, while aligning marketing metrics to businessoutcomes (66.3%) and improving cross-channel attributionaccuracy (55.1%) are the top priorities over the next year. Marketers’ confidencein measurement is plateauing Most marketers (61.7%) have confidence in theirperformance metrics, showing that measurementfundamentals aren't broken. Fragmentation is a major reason why. •Siloed and incomplete data (cited by 49.5%of respondents), cross-channel deduplicationissues (48%), and walled-garden reporting limitations(40.8%) are the main reasons marketers questiontheir measurement accuracy. But that's the good news. The bad news is thatconfidence isn't growing—in fact, it's stagnatingwhere it should be soaring. More than half (54.1%)report no change in confidence levels YoY, and14.3% say confidence has actually declined, perthe EMARKETER and TransUnion survey. In an eraof better tools and richer data, measurement trustshould be climbing, not flatlining. •When data is compartmentalized and toolsdon't "talk" to each other, accuracy becomesa moving target. What are the primary reasons you questionthe accuracy of your marketing measurement? “The key to unified measurement is unified data,and that starts with breaking down the walls betweensystems that were never designed to work together,”said Jeremy Rose, head of unified marketingmeasurement at Bayer. “Interoperability is the abilityfor data to move between platforms and systemsin a consistent, usable way, and it is no longer optionalgiven the complexity of today’s marketing ecosystem.” Marketers also struggle as the boundaries betweendigital and physical experiences blur. •While many consumers use both online and offlinechannels when making a purchase decision, only17.3% of marketers rate their organization’s abilityto measure performance consistently acrossonline and offline channels as “poor” or “very poor.” •Measurement confidence is lowest for influencer/creator marketing (44.4%), in-store/offline activity(38.3%), and social platforms (35.2%). Marketers need to invest in the infrastructurethat makes those connections possible, accordingto Rose. •This includes clean rooms for securecollaboration, identity resolution to stitch togethercustomer journeys, and APIs that let toolsexchange information seamlessly. “The key to unifiedmeasurement is unifieddata, and that starts withbreaking down the wallsbetween systems thatwere never designedto work together.” •“When data flows across the stack without friction,it becomes possible to deduplicate, calibrate,and compare results in a way that supports realdecision-making,” said Rose. Jeremy Rose HEAD OF UNIFIED MARKETINGMEASUREMENT, BAYER Agency vs. brands: Agencies are more likely than brands to cite cross-channel deduplication challenges as a major barrierto measurement accuracy, while brands are morelikely than agencies to cite a lack of internal expertise. To boost confidence in their metrics, marketersshould create a shared measurement foundation—one that connects online and offline activity,streamlines reporting across platforms, and givesall teams access to the same source of truth. Internal mis