Measuring Marketing Performance that Actually Matters

How to move beyond vanity metrics and build a measurement toolkit that supports better commercial decisions Reflection: Which marketing metric gets the most attention in your organisation, and does it genuinely influence a better decision? 
Why this matters now Measurement is still one of marketing’s biggest credibility challenges. Marketing Week’s 2025 effectiveness survey found that only 39.2% of brand marketers currently measure whether their work is delivering business outcomes, while Gartner says only 52% of CMOs and senior marketing leaders can prove marketing’s value and get credit for it. Manager focus: Choose measures that show business contribution, not just marketing activity Executive focus: Report numbers that help explain what is working, what is not, and what should happen next Key point: If measurement does not help a commercial decision, it is reporting theatre, not performance management. 
Session aims By the end of this session, you should be able to: Distinguish...