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1、A C-Suite Guide to Marketing Measurement in 2025A C-SUITE GUIDE TO MARKETING MEASUREMENT IN 20252WE ACCELERATE DATA AND AI ADOPTION TO POSITIVELY IMPACT PEOPLE AND ORGANIZATIONS.Artefact is a global leader in consulting services,specialized in data transformation and data&digital marketing,from stra

2、tegy to the deployment of AI solutions.We are offering a unique combination of innovation(Art)and data science(Fact).23COUNTRIES+1000CLIENTS1700EMPLOYEESSTRATEGY&TRANSFORMATION|AI ACCELERATION|DATA FOUNDATIONS&BIIT&DATA PLATFORMS|MARKETING DATA&DIGITALA C-SUITE GUIDE TO MARKETING MEASUREMENT IN 2025

3、301 State of Marketing Measurement Today02 The Golden Triangle of MROI 03 Special Highlights-Behind the scenes with,Accor,Nike,and Artefact04 Future Outlook of Marketing Measurement682741Sidney Zeder-Director Consulting,ARTEFACT FranceJohan Walda-Manager Data Science,ARTEFACT Northern EuropeArthur L

4、ambert-Senior Data Scientist,ARTEFACT Northern EuropeMelanie Ngo-Senior Manager Consulting,ARTEFACT USASid MOHANDirector Data Science US&Northern EuropeKey ContributorsYassine HACHEMSenior Vice President of E-commerce&Customer EngagementLinda CeredaFormer Global VP of Marketing DataA C-Suite Guide t

5、o Marketing Measurement in 2025TABLE OF CONTENTSThe recent struggles of industry giants like Starbucks and Unilever have under-scored a critical lesson for businesses in 2025:Effective marketing measurement and strong CMO-CFO collaboration are paramount for success.Marketing Mix Mod-eling(MMM),Incre

6、mentality Testing,and Attribution are central to this collaboration and serve different uses,much like different strategies in football.Marketing Mix Modeling(MMM)Imagine MMM as the overall game strategy in football.Just as a coach analyzes various factors like player performance,opponent tactics,an