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Marketing funnel and data analytics used by a team of sales consultant to analyze leads generation, conversion rate, and sales performance of e-commerce. Multi-channel advertising, customer journey.

<h2>Introduction</h2><p>Marketing in 2025 has reached a decisive crossroads. The digital revolution, consumer behavior fragmentation, and the acceleration of AI have fundamentally restructured how brands interact with audiences. According to <a data-mce-href="https://www.bcg.com/publications/2025/move-beyond-the-linear-funnel" href="https://www.bcg.com/publications/2025/move-beyond-the-linear-funnel" target="_blank" rel="noopener" data-mce-selected="inline-boundary">Boston Consulting Group (2025)</a>, the timeworn linear funnel has become insufficient, if not obsolete. In its place, a new planning paradigm is emerging—one built on influence maps, personalization, and AI-driven agility.</p><p>But to thrive in this environment, modern marketers need <a data-mce-href="https://morethandata.biz/win-pitches-keep-clients-prove-media" href="https://morethandata.biz/win-pitches-keep-clients-prove-media" target="_blank" rel="noopener"><strong>More Than Data</strong></a>—they need tools, platforms, and partners that help transform data into meaningful decisions. This is the foundation of <a data-mce-href="https://morethandata.biz/win-pitches-keep-clients-prove-media" href="https://morethandata.biz/win-pitches-keep-clients-prove-media" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, a marketing effectiveness company that empowers brands and agencies to link real media performance to real business results.</p><p>In this article, we unpack the key insights from BCG’s framework shift, connect them to real-world measurement challenges, and show how More Than Data’s platform helps marketers move from traditional models to a future-ready approach.</p><h2>Why the Linear Funnel Has Broken Down</h2><p>For decades, marketers relied on the linear funnel to guide strategy: awareness, consideration, decision, purchase. This model worked in a simpler media world—one where TV, print, and in-store experiences dominated, and consumers followed predictable, sequenced paths.</p><p>That world no longer exists.</p><p>Today’s consumers engage across <strong>nonlinear and</strong>&nbsp;<strong>overlapping touchpoints</strong>: watching Netflix while scrolling Instagram, asking Alexa for product suggestions, and making impulse purchases on TikTok. As BCG notes, marketing is no longer a linear persuasion journey—it’s a dynamic web of scrolling, streaming, searching, and shopping.</p><p>This shift demands a reimagining of how marketers <strong>plan</strong>, <strong>measure</strong>, and <strong>optimize </strong>media.</p><figure id="figure-p0t58p1hqmdb67a8b"><img id="p0t58p1hqmdb67a8b" src="https://media.gettyimages.com/id/2172133214/photo/lead-generation-manage-marketing-targets-audience-outreach-concept-convert-audience-into.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YlKQnAdtMRmb-0TWUEwWD_GNfvrh-UyVc6OY5INcUss=" alt="Marketing Funnel Theory is based on Linear Assumption to move audience from the Top to the Bottom of the Funnel" title="Marketing Funnel Theory is based on Linear Assumption to move audience from the Top to the Bottom of the Funnel" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2172133214/photo/lead-generation-manage-marketing-targets-audience-outreach-concept-convert-audience-into.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=YlKQnAdtMRmb-0TWUEwWD_GNfvrh-UyVc6OY5INcUss=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Influence Maps: A Better Planning Framework for 2025</h2><p>The key insight from BCG is clear: marketers must move beyond the funnel and adopt what they call “influence maps.” Unlike traditional models, these maps recognize:</p><ul><li><strong>Consumers behave nonlinearly</strong>. There is no fixed sequence from awareness to conversion.<br></li><li><strong>Every touchpoint has the potential to drive influence</strong>, not just those labeled as lower-funnel.<br></li><li><strong>Context, relevance, and trust</strong> now matter more than impressions alone.</li></ul><p><a data-mce-href="https://morethandata.biz/win-pitches-keep-clients-prove-media" href="https://morethandata.biz/win-pitches-keep-clients-prove-media" target="_blank" rel="noopener"><strong>More Than Data’s platform</strong></a> is built around these very principles. We believe that effective marketing measurement must reflect the full complexity of real consumer behavior, not just channel-level metrics.</p><figure id="figure-sqkfdqj0bmdb6bwfv"><img id="sqkfdqj0bmdb6bwfv" src="https://media.gettyimages.com/id/1336229992/photo/spheres-of-influence-influencer-marketing.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=GBA-a3yfSfe6TIW16ebUeBWY9EmE7wargOuJZegSUc4=" alt="Influencer Marketing is nonlinear direct or indirect impact on audience " title="Influencer Marketing is nonlinear direct or indirect impact on audience " class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1336229992/photo/spheres-of-influence-influencer-marketing.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=GBA-a3yfSfe6TIW16ebUeBWY9EmE7wargOuJZegSUc4=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Redefining Media Value: From Reach to Influence</h2><h3>Not All Reach Is Created Equal</h3><p>A key mistake many marketers still make is equating high reach with high impact. But as BCG emphasizes, reach alone doesn’t guarantee influence. A consumer who passively scrolls past an ad registers a media impression, but likely not a meaningful one.</p><p>Instead, <strong>influence is shaped by three factors</strong>:</p><ul><li><strong>Attention </strong>– Was the ad noticed and engaged with?<br></li><li><strong>Relevance </strong>– Did it match the consumer’s need or mindset?<br></li><li><strong>Trust </strong>– Did it appear in a context the consumer believes in?<br></li></ul><p>At More Than Data, we quantify media performance using incremental impact modelling, not just reach-based KPIs. Our MMM (Marketing Mix Modelling) solution evaluates the true contribution of each channel to business outcomes, accounting for lag, synergy, and contextual relevance.</p><p>This means your TikTok spend isn’t just judged by video views—it’s assessed by how well it drives new customers, revenue, or brand preference.</p><figure id="figure-k8v5jgt8yomdb6e4l4"><img id="k8v5jgt8yomdb6e4l4" src="https://media.gettyimages.com/id/1488677480/photo/miniature-video-views-pins-and-people-figurines.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QxtOQgh0_hyCsZysiaDy4LVnain47W2KRmgj70PZD40=" alt="Video views is not that meaningful for business impact measurement" title="Video views is not that meaningful for business impact measurement" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1488677480/photo/miniature-video-views-pins-and-people-figurines.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=QxtOQgh0_hyCsZysiaDy4LVnain47W2KRmgj70PZD40=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Fragmented Journeys, Unified Measurement</h3><p>BCG illustrates two contrasting consumer paths: the <strong>impulse strategist</strong>, who jumps across touchpoints before making a purchase, and the <strong>smart saver</strong>, who starts with research and ends in an in-app transaction.</p><p>These stories reflect what we see daily: <strong>no two customer journeys are alike</strong>.</p><p>Traditional media measurement—especially those still reliant on panel-based metrics or siloed platform reports—fail to capture this complexity. More Than Data addresses this challenge through:</p><ul><li><strong>Unified modelling</strong> across paid, owned, and earned channels.<br></li><li><strong>Granular media-level insights</strong>, from influencer campaigns to search ads.<br></li><li><strong>Flexible attribution windows</strong>, tuned to different product categories and buying behaviors.<br></li></ul><p>By combining historical performance data, external variables (like seasonality), and real marketing investments, we help brands isolate what works, for whom, and when.</p><h2>The Role of AI: More Than Disruption—A Strategic Enabler</h2><h3>Planning for Influence, Executing with AI</h3><p>As BCG highlights, AI is the great equalizer in modern marketing. Brands constrained by budget or headcount can now scale content production, targeting, and performance insights using AI tools.</p><p>At More Than Data, we incorporate inteligent alrogithms at every stage of our modeling and planning platform:</p><ul><li><strong>Predictive budget optimization</strong>: Simulate dozens of media scenarios based on expected business outcomes.<br></li><li><strong>Automated scenario testing</strong>: See what happens if you increase TV by 15% or shift social media spend toward influencers.<br></li><li><strong>Real-time feedback</strong>: Get directional results on which campaigns are most efficient—within days, not weeks.<br></li></ul><p>By combining AI and human strategy, we empower marketers to move from reaction to proactive influence planning.</p><figure id="figure-rjx27hj9rdmdb6gyso"><img id="rjx27hj9rdmdb6gyso" src="https://media.gettyimages.com/id/1196912014/photo/ai-concept-communication-network.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=ehHLBCDTmLytKEsX9MFgmMi-JzcYTqNZA4YrKo6IniQ=" alt="Combination of AI and Human strategy to boost marketers" title="Combination of AI and Human strategy to boost marketers" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1196912014/photo/ai-concept-communication-network.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=ehHLBCDTmLytKEsX9MFgmMi-JzcYTqNZA4YrKo6IniQ=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Beyond Tools: A More Human Approach to Measurement</h3><p>The BCG article underscores the need for customization. No off-the-shelf funnel or dashboard can capture the nuance of real consumer behavior.</p><p>That’s why <a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener"><strong>More Than Data</strong></a> doesn’t just offer a self-serve platform. We also provide strategic consulting and modelling services, built on three core principles:</p><ul><li><strong>Accessibility </strong>– We believe MMM and advanced attribution should be usable by small and mid-sized teams, not just Fortune 500 companies.<br></li><li><strong>Transparency </strong>– No black boxes. Our models are inspectable, explainable, and adjustable.<br></li><li><strong>Partnership </strong>– We work hand-in-hand with your media, analytics, and creative teams to ensure insights are actually acted on.</li></ul><h2>Real-World Example: Optimizing Influence Across the Funnel</h2><p>A major DTC beverage brand used More Than Data to measure performance across streaming video, YouTube Shorts, retail search, and influencer campaigns. At a glance, their media plan seemed balanced, with decent ROAS across channels.</p><p>But our MMM analysis revealed:</p><ul><li>YouTube Shorts and creator content were driving top-of-funnel interest, especially among Gen Z.<br></li><li>In-store search and Amazon sponsored listings were key conversion points.<br></li><li>Meta Ads worked best in synergy with influencer content—but had minimal impact when run in isolation.<br></li></ul><p>With this insight, the brand shifted 12% of their Meta budget into influencer partnerships and adjusted their content mix to create more relevance and trust at each stage of the journey.</p><p>The result? A 17% lift in marketing efficiency and 28% increase in conversions within three months.</p><figure id="figure-24padd41a2mdb6ih27"><img id="24padd41a2mdb6ih27" src="https://media.gettyimages.com/id/1321196662/photo/group-young-friends-using-mobile-smartphone-outdoor-millennial-generation-having-fun-with-new.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=eF3GGDwAFt_kdqCT2UT4VKGCdP5WJ-PblyhuftEcQKA=" alt="Gen Z likes more social media influencer content" title="Gen Z likes more social media influencer content" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1321196662/photo/group-young-friends-using-mobile-smartphone-outdoor-millennial-generation-having-fun-with-new.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=eF3GGDwAFt_kdqCT2UT4VKGCdP5WJ-PblyhuftEcQKA=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Action Steps for CMOs in 2025</h2><p>The next generation of marketing leaders won’t win by following the old playbooks. Instead, as BCG suggests, they must:</p><h3>Plan for Influence</h3><ul><li><strong>Conduct influence research</strong> to map real-world journeys.<br></li><li><strong>Create influence maps</strong> for key personas or use cases.<br></li><li><strong>Align messaging and creative</strong> to stages of attention, relevance, and trust.</li></ul><p>More Than Data’s platform helps brands do this with pre-built templates for journey mapping, touchpoint scoring, and incremental lift measurement.</p><h3>Execute with AI</h3><ul><li><strong>Automate measurement</strong> with always-on MMM.<br></li><li><strong>Use predictive models</strong> to allocate budget where it drives the most influence.<br></li><li><strong>Test and learn rapidly</strong>, adapting plans as real-world results emerge.<br></li></ul><p>We help clients design and run data-driven measurement strategies, whether via our platform or through our strategic team.</p><figure id="figure-kcjhj0j1djmdb6kwma"><img id="kcjhj0j1djmdb6kwma" src="https://media.gettyimages.com/id/1757544119/photo/humans-hand-pointing-at-recommended-word-on-white-board.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=X5n5nDQs1mAVj0nUGQzzFim6-Iq3YC7yeSCJzADZbb4=" alt="Recommended Strategy for better marketing strategy and practice with data-driven tools and AI" title="Recommended Strategy for better marketing strategy and practice with data-driven tools and AI" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1757544119/photo/humans-hand-pointing-at-recommended-word-on-white-board.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=X5n5nDQs1mAVj0nUGQzzFim6-Iq3YC7yeSCJzADZbb4=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Why “More Than Data” Is the Right Partner for the Age of Influence</h2><p>As BCG rightly asserts, the next decade will belong to brands that master the science of influence—understanding not just where people are, but how to earn their attention, relevance, and trust.</p><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, this mission is at the core of what we do.</p><p>We go beyond dashboards and vanity metrics. <strong>We provide models that explain, platforms that empower, and people who guide</strong>. Whether you’re a global agency looking for modern MMM tools or a scrappy brand trying to make sense of your media ROI, we make sure your marketing doesn’t just reach people—it moves them.&nbsp;</p>

From Funnels to Influence: Why Modern Marketers Need More Than Data to Win in 2025

<h2>Introduction</h2><p>In today’s hyper-competitive, data-saturated business environment, alignment between the Chief Marketing Officer (CMO) and the Chief Financial Officer (CFO) is no longer a luxury — it’s a necessity. The age-old tension between marketing creativity and financial prudence must evolve into a partnership grounded in accountability, strategic foresight, and evidence-based decision-making. At the heart of this alignment is one pivotal concept: marketing return on investment (ROI). But measuring it accurately is far from straightforward.</p><p>This extended article explores how modern marketers can gain the trust of their financial counterparts by measuring and communicating the true value of marketing. We’ll uncover why marketing ROI has historically been difficult to quantify, what methodologies now exist to change that narrative, and how Marketing Mix Modeling (MMM) and platforms like More Than Data are revolutionizing the relationship between marketing and finance.</p><figure id="figure-d63qsimbxpmdb2zos4"><img id="d63qsimbxpmdb2zos4" src="https://media.gettyimages.com/id/2198602283/photo/marketing-professionals-collaborating-on-project-during-meeting-in-modern-office.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=XViv_ipfp2RM5pb9dzvA4J5p72kfIL2SIJRfSAzQWQs=" alt="Marketing and finance professionals collaboration" title="Marketing and finance professionals collaboration" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2198602283/photo/marketing-professionals-collaborating-on-project-during-meeting-in-modern-office.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=XViv_ipfp2RM5pb9dzvA4J5p72kfIL2SIJRfSAzQWQs=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>The CMO-CFO Disconnect: Origins and Consequences</h2><p>Traditionally, CMOs have focused on brand awareness, engagement, and customer experience — metrics that are inherently difficult to tie directly to revenue. CFOs, on the other hand, are responsible for financial stewardship, operational efficiency, and ensuring measurable returns on all investments, including marketing.</p><p><a data-mce-href="https://www.deloitte.com/us/en/programs/chief-financial-officer/articles/cfo-signals-4q-2023.html" href="https://www.deloitte.com/us/en/programs/chief-financial-officer/articles/cfo-signals-4q-2023.html" target="_blank" rel="noopener">A Deloitte report (2023)</a> noted that over 60% of CFOs express skepticism about the accuracy of marketing performance reports. This skepticism stems from a historical lack of rigor in measuring how marketing spend contributes to bottom-line performance.</p><p>This disconnect can result in:</p><ul><li><strong>Underinvestment in brand and long-term marketing</strong><br></li><li><strong>Short-termism and focus on easily measurable tactics like paid search</strong><br></li><li><strong>Internal mistrust and strategic misalignment</strong><br></li></ul><p>Without a shared language and framework to measure marketing’s financial impact, marketing budgets become vulnerable to cuts — especially during economic uncertainty.</p><h2>Why Measuring Marketing ROI is Complex</h2><p>Marketing’s impact is real — but it’s also distributed. A single campaign can influence awareness, perception, intent, and conversion across multiple channels and touchpoints over time. Add in the noise from competitors, seasonality, media fragmentation, and macroeconomic forces, and you have a measurement challenge that traditional finance metrics aren’t equipped to handle.</p><p>Challenges include:</p><ul><li><strong>Attribution problems</strong>: Last-touch or multi-touch attribution models often misrepresent reality by overemphasizing digital clicks while ignoring upper-funnel media.<br></li><li><strong>Lag effects</strong>: Marketing actions today may impact customer behavior weeks or months later.<br></li><li><strong>Confounding factors</strong>: External variables like weather, pricing, promotions, or uncontrollable social-economic factors distort simple performance measures.</li></ul><figure id="figure-jlcusm1ljmdb4x00i"><img id="jlcusm1ljmdb4x00i" src="https://media.gettyimages.com/id/2177202528/photo/analyzing-roi-and-business-strategy-concepts-businessman-working-on-a-laptop-with-various.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=OGG12TeiVm_Pc8Tw3aq-2VLzdV5wB9d5WORmtXRdakc=" alt="Analyzing ROI and Business Strategy" title="Analyzing ROI and Business Strategy" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2177202528/photo/analyzing-roi-and-business-strategy-concepts-businessman-working-on-a-laptop-with-various.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=OGG12TeiVm_Pc8Tw3aq-2VLzdV5wB9d5WORmtXRdakc=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Marketing Mix Modelling (MMM): A Modern Solution</h2><p>Marketing Mix Modelling (MMM) is an advanced econometric approach used to quantify the historical impact of marketing and non-marketing variables on business outcomes. Unlike attribution models that rely on user-level data, MMM uses aggregated data and statistical models to isolate the contribution of each channel.</p><p>Key strengths of MMM:</p><ul><li><strong>Channel-agnostic</strong>: It works across offline and online channels.<br></li><li><strong>Privacy-safe</strong>: Doesn’t require tracking individual users.<br></li><li><strong>Long-term view</strong>: Can capture lagged and cumulative effects.<br></li><li><strong>Holistic</strong>: Accounts for non-marketing factors like price changes and macroeconomics.</li></ul><p><a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener"><strong>More Than Data’s MMM platform</strong></a> offers a user-friendly, self-serve solution that makes it easier for marketers to measure and optimize performance without needing a team of data scientists. By turning complex analytics into actionable insights, platforms like this bring the language of finance into the marketing department.</p><figure id="figure-cp7mrojmj5mdb4yfes"><img id="cp7mrojmj5mdb4yfes" src="https://media.gettyimages.com/id/2163136058/photo/growth-business-finance-revenue.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=i7ycDl7QkP11gkpFebhTu50sVWiWmjdgPIS4qoJKb24=" alt="Business Growth driven by Marketing in 2025" title="Business Growth driven by Marketing in 2025" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 50% 25%;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="50%" data-positiony="25%" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2163136058/photo/growth-business-finance-revenue.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=i7ycDl7QkP11gkpFebhTu50sVWiWmjdgPIS4qoJKb24=" data-mce-style="aspect-ratio: 16/9; object-position: 50% 25%;"></figure><h2>How to Build Trust with the CFO</h2><p>To earn the CFO’s confidence, CMOs must go beyond presenting dashboards and instead deliver insights grounded in business outcomes. Here’s how:</p><h3>Speak in Financial Terms</h3><p>Marketers often talk about impressions, engagement, or reach. CFOs care about revenue, profit, and ROI. Translate marketing metrics into financial outcomes. For example:</p><ul><li>Instead of “10 million impressions,” say: “This campaign drove $1.2 million in incremental revenue with a 3.5x ROI.”</li></ul><h3>Present Trade-offs and Scenarios</h3><p>Modern MMM platforms enable scenario planning. Marketers can run simulations like:</p><ul><li>“What happens if we shift 10% from TV to Meta?”<br></li><li>“What’s the ROI of an extra $100K in YouTube during Q4?”<br></li></ul><p>This type of simulation-based decision-making resonates with CFOs who are used to modelling risk and opportunity.</p><h3>Include Confidence Intervals and Limitations</h3><p>Being honest about the uncertainty in measurement builds credibility. CFOs are trained to manage risks, so they will respect transparent communication about model confidence intervals and assumptions.</p><figure id="figure-fcvvc8hxnggmdb51aaa"><img id="fcvvc8hxnggmdb51aaa" src="https://media.gettyimages.com/id/2158854482/photo/trust-concept-to-explain.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=_UWarzLOXgCpUc23TAgiEb3-rA3AS0OkuXMlKw_LRzw=" alt="Trust Built between CMO and CFO" title="Trust Built between CMO and CFO" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 50% 50%;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2158854482/photo/trust-concept-to-explain.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=_UWarzLOXgCpUc23TAgiEb3-rA3AS0OkuXMlKw_LRzw=" data-mce-style="aspect-ratio: 16/9; object-position: 50% 50%;"></figure><h2>Aligning on Goals and KPIs</h2><p>Alignment doesn’t happen by accident. It must be designed. Create joint scorecards that include shared business KPIs, such as:</p><ul><li>Revenue growth<br></li><li>Customer acquisition cost (CAC)<br></li><li>Marketing ROI<br></li><li>Contribution to EBITDA<br></li></ul><p>Additionally, schedule quarterly review meetings where both marketing and finance review MMM results, align on assumptions, and make joint budget decisions.</p><h2>Case Study: Aligning a CMO and CFO Using MMM</h2><p>Let’s take the example of a national retail brand.</p><h3>The Challenge</h3><p>Marketing had been running upper-funnel campaigns across TV, YouTube, and out-of-home, but the CFO questioned their contribution to revenue. Marketing insisted they were building long-term brand equity, but had no concrete proof.</p><h3>The Solution</h3><p>The brand implemented an MMM framework via More Than Data. Within weeks, the model revealed that:</p><ul><li>TV drove a 4.1x ROI with a 3-week lag.<br></li><li>YouTube’s impact was 2.7x but worked faster, peaking within 5 days.<br></li><li>Out-of-home had high reach but low incremental contribution.<br></li></ul><h3>The Outcome</h3><ul><li>The CFO approved a 15% increase in TV spend.<br></li><li>The CMO cut OOH and reallocated to YouTube.<br></li><li>Both now meet monthly to review MMM results.<br></li></ul><p>This alignment led to a 12% increase in marketing-driven revenue within two quarters.</p><figure id="figure-f5llxmi09wmdb52wlb"><img id="f5llxmi09wmdb52wlb" src="https://media.gettyimages.com/id/2150241411/photo/wooden-blocks-with-percentage-signs-showing-an-upward-trend-concept-of-interest-growth.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=4Q1PP-lsK2ax4epVyxKgXWea6wPK5LlBS5cGqvXBBxU=" alt="Revenue Increased" title="Revenue Increased" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2150241411/photo/wooden-blocks-with-percentage-signs-showing-an-upward-trend-concept-of-interest-growth.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=4Q1PP-lsK2ax4epVyxKgXWea6wPK5LlBS5cGqvXBBxU=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>The Role of Technology and AI</h2><p>AI-powered MMM platforms are accelerating the CMO-CFO alignment by:</p><ul><li><strong>Automating data ingestion</strong> across paid media, sales, and external data sources.<br></li><li><strong>Speeding up model runs</strong>, allowing frequent re-forecasting.<br></li><li><strong>Creating simulations</strong> that reflect realistic scenarios.<br></li></ul><p>Companies like More Than Data make this possible without needing an in-house team of PhD-level data scientists, making measurement accessible to businesses of all sizes.</p><h2>Industry Momentum</h2><p>Numerous studies reinforce the importance of measurement-driven marketing:</p><ul><li>According to <a data-mce-href="https://www.gartner.com/en/newsroom/press-releases/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024" href="https://www.gartner.com/en/newsroom/press-releases/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024" target="_blank" rel="noopener">Gartner’s 2024 CMO Spend Survey</a>, 74% of CMOs are under pressure to prove ROI.<br></li><li><a data-mce-href="https://www.forrester.com/report/the-marketing-measurement-and-optimization-landscape-q2-2023/RES179242" href="https://www.forrester.com/report/the-marketing-measurement-and-optimization-landscape-q2-2023/RES179242" target="_blank" rel="noopener">Forrester’s 2023 report</a> noted that brands using MMM increased ROI from their media budgets by 25% on average.<br></li><li><a data-mce-href="https://www.deloitte.com/us/en/programs/chief-financial-officer/articles/cfo-signals-4q-2023.html" href="https://www.deloitte.com/us/en/programs/chief-financial-officer/articles/cfo-signals-4q-2023.html" target="_blank" rel="noopener">Deloitte’s 2023 CFO Signals</a> found that companies with tight CMO-CFO alignment grew EBITDA 12% faster than those without it.</li></ul><h2>Recommendations for CMOs</h2><p>If you’re a CMO looking to build credibility and influence, consider the following:</p><ul><li><strong>Invest in MMM</strong>: Either internally or via a SaaS provider like More Than Data.<br></li><li><strong>Educate your team</strong>: Build financial literacy within marketing and train staff to communicate with finance.<br></li><li><strong>Collaborate cross-functionally</strong>: Establish routines to align goals, assumptions, and measurement frameworks with finance.<br></li><li><strong>Focus on incremental lift</strong>: Demonstrate marketing’s causal impact, not just correlations.<br data-mce-bogus="1"></li></ul><figure id="figure-wliezyui1tmdb54cr4"><img id="wliezyui1tmdb54cr4" src="https://media.gettyimages.com/id/2195607659/photo/ai-artificial-intelligence-technology-for-data-analysis-research-planning-and-work-generate.jpg?b=1&s=2048x2048&w=0&k=20&c=kO8dla3suKiluZGxqNX-IYN2zktNmly8sanyjB5D7SI=" alt="AI driven Marketing Strategy and Business Growth" title="AI driven Marketing Strategy and Business Growth" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure><h2>Conclusion: A New Era of Accountability</h2><p>Marketing is no longer a soft discipline. It’s a strategic driver of growth — but only when its impact is proven, transparent, and understood. The future of marketing belongs to those who can quantify their contribution and speak the language of the CFO.</p><p>By embracing methodologies like MMM and platforms like More Than Data, CMOs can shift from asking for budget to owning the business case. And CFOs, in turn, gain a partner in growth rather than a cost center.</p><p>When evidence meets execution, when storytelling meets science — marketing becomes unstoppable.<br></p>

Aligning the CMO and CFO: Measuring Marketing ROI with Evidence, Logic, and Accountability

Human Crowd Surrounding Red Megaphone Object On Blue Background

<h2>Introduction</h2><p>In the ever-competitive landscape of social media marketing, getting your ad noticed is only half the battle. The rest comes down to conversions, return on investment (ROI), and ultimately, whether your ad creative — particularly image sizes — meets platform and user expectations. Many marketers overlook a fundamental but critical factor: image dimensions and aspect ratios.</p><p>This article explores whether incorrect or suboptimal image sizes are quietly sabotaging your social media ad performance, and what the data really shows. It also introduces how brands can use Marketing Mix Modeling (MMM) to objectively measure the creative variable's real-world impact on business outcomes.</p><h2>Why Image Sizes Matter in Social Media Advertising</h2><p>Optimizing your image sizes isn't just about aesthetics — it's about performance.</p><ul><li>According to Meta for Business, ads with properly sized images get up to 34% more engagement than those with poorly sized visuals [<a data-mce-href="https://www.facebook.com/business/ads-guide/update" href="https://www.facebook.com/business/ads-guide/update" target="_blank" rel="noopener">Meta, 2022</a>].<br></li><li>HubSpot notes that platform-specific formatting is critical, especially in mobile-first environments where more than 90% of social media usage happens on smartphones [<a data-mce-href="https://blog.hubspot.com/website/ux-design-examples" href="https://blog.hubspot.com/website/ux-design-examples" target="_blank" rel="noopener">HubSpot, 2023</a>].<br></li></ul><p>Incorrect sizes can lead to:</p><ul><li>Cropped text or visuals<br></li><li>Blurry or pixelated images<br></li><li>Poor alignment with platform layout (e.g., Instagram vs LinkedIn)<br></li></ul><p>These factors negatively affect brand perception, click-through rates (CTR), and ultimately ad ROI.</p><figure id="figure-okyd14bu9kmda9nt8c"><img id="okyd14bu9kmda9nt8c" src="https://cdn.durable.co/blocks/0FeU570StIUrW8tF0ikYXO3ZhvsrJs5jsxhsdfIVlwHmzHWXxmRG8lkKMdi3yfFD.jpg" alt="Meta ads image" title="Meta ads image" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/0FeU570StIUrW8tF0ikYXO3ZhvsrJs5jsxhsdfIVlwHmzHWXxmRG8lkKMdi3yfFD.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Common Mistakes Marketers Make With Social Media Image Sizes</h2><p>Despite many guides online, marketers still commit a range of image formatting sins:</p><ul><li>Uploading one-size-fits-all creatives across platforms<br></li><li>Ignoring new specs after platform updates<br></li><li>Relying too much on automated resizing, which may distort visuals<br></li></ul><p>Research by <a data-mce-href="https://www.socialmediaexaminer.com/" href="https://www.socialmediaexaminer.com/" target="_blank" rel="noopener">Social Media Examiner (2023)</a> indicates that 45% of small businesses reuse the same creative across platforms — a shortcut that may be harming performance more than helping.</p><h2>Does Image Size Really Affect ROI? Here’s What the Data Shows</h2><p>Let’s look at some data-backed insights:</p><ul><li>Canva’s internal ad tests found that properly formatted image ads had 22% lower cost-per-click (CPC) than improperly sized ones across Facebook and Instagram [<a href="https://www.canva.com/newsroom/news/roi-canva-case-studies/" target="_blank" rel="noopener" data-mce-href="https://www.canva.com/newsroom/news/roi-canva-case-studies/">Canva, 2025</a>].<br></li><li>In a study by <a data-mce-href="https://adespresso.com/blog/social-media-image-sizes/" href="https://adespresso.com/blog/social-media-image-sizes/" target="_blank" rel="noopener">AdEspresso</a>, ads using the exact recommended size (1,200 x 628 px for link clicks on Facebook) yielded 15–30% higher conversion rates than the default 1080 x 1080 size.<br></li></ul><p>Meta’s own Ads Creative Report states that creative quality (which includes sizing and clarity) is the #1 driver of campaign success, outweighing audience targeting and even budget decisions in some tests.</p><figure id="figure-tmvwtz8n5gmda9rk37"><img id="tmvwtz8n5gmda9rk37" src="https://cdn.durable.co/blocks/10cYlGjv5wFF3uY547myT6AHhyVaVqlgKS9InGBnG4sjIk6NlB4im8YGEtzePWWk.jpg" alt="Social ads manager" title="Social ads manager" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/10cYlGjv5wFF3uY547myT6AHhyVaVqlgKS9InGBnG4sjIk6NlB4im8YGEtzePWWk.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Social Media Image Size Cheat Sheet (2025 Updated)</h2><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;" data-mce-selected="1"><tbody><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Platform</strong></td><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Format</strong></td><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Recommended&nbsp;</strong></td><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Aspect Ratio</strong></td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Facebook</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Feed Image</td><td style="width: 25%;" data-mce-style="width: 25%;">1,200 x 628 px</td><td style="width: 25%;" data-mce-style="width: 25%;">1.91:1</td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>Instagram</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Feed Post</td><td style="width: 25%;" data-mce-style="width: 25%;">1,080 x 1,350 px</td><td style="width: 25%;" data-mce-style="width: 25%;">4:5</td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>LinkedIn</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Sponsored Content</td><td style="width: 25%;" data-mce-style="width: 25%;">1,200 x 627 px</td><td style="width: 25%;" data-mce-style="width: 25%;">1.91:1</td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>X (Twitter)</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Image Post</td><td style="width: 25%;" data-mce-style="width: 25%;">1,200 x 675 px</td><td style="width: 25%;" data-mce-style="width: 25%;">16:9</td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>TikTok</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Video Thumbnail</td><td style="width: 25%;" data-mce-style="width: 25%;">1,080 x 1,920 px</td><td style="width: 25%;" data-mce-style="width: 25%;">9:16</td></tr><tr><td style="width: 25%;" data-mce-style="width: 25%;"><strong>YouTube</strong></td><td style="width: 25%;" data-mce-style="width: 25%;">Thumbnail</td><td style="width: 25%;" data-mce-style="width: 25%;">1,280 x 720 px</td><td style="width: 25%;" data-mce-style="width: 25%;">16:9</td></tr></tbody></table><p>Missing these specs may result in truncation, reduced visibility, or even ad rejection.</p><h2>Using MMM to Quantify Creative Impact: What Actually Moves the Needle</h2><p>Marketing Mix Modelling (MMM) allows marketers to statistically isolate the impact of each element of their marketing — including creative quality and format — on actual sales or conversions.</p><h3>What MMM Measures</h3><ul><li><strong>Media channel contributions</strong><br></li><li><strong>Creative format differences (e.g., square vs vertical vs landscape)</strong><br></li><li><strong>Frequency and timing effects</strong><br></li><li><strong>Platform and placement effectiveness</strong></li></ul><p><a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, an MMM provider, has worked with clients to analyze creative variants using MMM frameworks. One campaign across Instagram Feed vs Instagram Stories showed that square 1:1 creative underperformed vertical (9:16) formats by nearly 25% ROI, primarily due to poor use of screen real estate.</p><figure id="figure-qopjnqvl5fmda9ukm4"><img id="qopjnqvl5fmda9ukm4" src="https://media.gettyimages.com/id/2148804792/photo/two-data-analysts-working-on-data-analysis-dashboard-for-business-strategy.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=r40mKeya7mdKfvKbL5oDXvLEICPEOeB6ktxXQZxrUlw=" alt="marketing mix modelling measure content and creative" title="marketing mix modelling measure content and creative" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2148804792/photo/two-data-analysts-working-on-data-analysis-dashboard-for-business-strategy.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=r40mKeya7mdKfvKbL5oDXvLEICPEOeB6ktxXQZxrUlw=" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure><h3>Case Study Summary</h3><ul><li>Same budget, audience, and copy<br></li><li>Only difference: image ratio<br></li><li>Outcome: 9:16 format delivered 28% higher conversion-to-purchase rate</li></ul><h2>Why Meta Dashboard Isn’t Enough to Measure Real Impact</h2><p>The Meta Ads dashboard is helpful, but it's not designed to give full-funnel ROI insights.</p><ul><li>It often uses <strong>last-click attribution</strong><br></li><li>Doesn't account for <strong>external variables</strong> like seasonality, price promotions, competitor actions<br></li><li>Doesn’t include <strong>offline sales</strong>, which is critical for retail and pharma</li></ul><p>That’s where MMM comes in. MMM provides an objective, holistic view that integrates all touchpoints and removes bias from platform-owned analytics.</p><p>According to BCG [<a data-mce-href="https://www.bcg.com/publications/2025/six-steps-to-more-effective-marketing-measurement" href="https://www.bcg.com/publications/2025/six-steps-to-more-effective-marketing-measurement" target="_blank" rel="noopener">Boston Consulting Group, 2025</a>], brands using advanced measurement (like MMM) saw 20–30% better media efficiency than those relying solely on platform dashboards.</p><h2>Best Practices to Align Image Sizes With Ad Performance Goals</h2><p>To ensure your image sizes are working for your ROI and not against it:</p><ul><li><strong>Follow platform specs religiously</strong> — they’re optimized for visibility<br></li><li><strong>Use A/B tests</strong> — test creative sizes (1:1 vs 4:5 vs 16:9) to see what drives performance<br></li><li><strong>Automate with caution</strong> — creative automation tools may compress or crop improperly<br></li><li><strong>Incorporate MMM insights</strong> — to measure if larger formats, higher resolution, or native dimensions actually lift sales<br></li><li><strong>Keep updating templates</strong> — platforms regularly change their recommended formats<br></li></ul><figure id="figure-37z9dbodgtmda9vfi4"><img id="37z9dbodgtmda9vfi4" src="https://media.gettyimages.com/id/1168175766/photo/portrait-of-an-indian-man-in-a-diverse-team-of-creative-millennial-coworkers-in-a-startup.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=4FI1puloA0eT-gE7ZpGeo2hPsCgLfyM4oIYPG69MjdI=" alt="Social ads management " title="Social ads management " class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1168175766/photo/portrait-of-an-indian-man-in-a-diverse-team-of-creative-millennial-coworkers-in-a-startup.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=4FI1puloA0eT-gE7ZpGeo2hPsCgLfyM4oIYPG69MjdI=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Conclusion: Size Isn’t Everything — But It Matters More Than You Think</h2><p>In a world of ever-tightening ad budgets and increased competition, marketers can’t afford to overlook the basics. Proper image sizing isn’t just a creative detail — it’s a data-backed lever for improving ROI.</p><p>While Meta’s native insights are useful, objective, platform-independent measurement like Marketing Mix Modelling is key to truly understanding whether your image creative is driving outcomes — or just impressions.</p>

Are Your Social Media Image Sizes Hurting Your Ad ROI? Here’s What the Data Says

Magnifying glass and business growth graph / financial

<h2>Introduction: The Shifting Landscape of Media Measurement</h2><p>In 2025, marketers operate in a world of complex, cross-channel campaigns spanning linear TV, streaming, social, search, retail media, podcasts, and more. Audience attention is fragmented, and advertising effectiveness is harder to measure. Traditional metrics—like Nielsen TV ratings—offer partial insight, but modern marketing demands speed, transparency, and real-world ROI. Emerging competitors like More Than Data are disrupting legacy systems with real-time, outcome-based, MMM-driven analytics.&nbsp;<br></p><h2>Nielsen in 2025: Legacy Rooted in Reach, Limited in Impact</h2><h3>Solid Foundations</h3><ul><li>Founded 1923, Nielsen built its reputation on national TV measurement via panels and later introduced its Nielsen ONE cross-platform measurement solution [<a data-mce-href="https://www.nielsen.com/news-center/2025/nielsen-releases-its-2025-annual-marketing-report-looking-at-the-power-of-data-driven-marketing/?utm_source=chatgpt.com" href="https://www.nielsen.com/news-center/2025/nielsen-releases-its-2025-annual-marketing-report-looking-at-the-power-of-data-driven-marketing/?utm_source=chatgpt.com" target="_blank" rel="noopener">Nielsen releases its 2025 Annual Marketing Report looking at the power of data-driven marketing</a>].<br></li><li>Renowned for delivering reach and audience insights, Nielsen remains entrenched in media buying and broadcast negotiations.</li></ul><figure id="figure-bpddtcy8olmda8009i"><img id="bpddtcy8olmda8009i" src="https://cdn.durable.co/blocks/31aVvgIZ891CNx0WRH8UPpooVURi4OOyn7PHiqBAYm8kmH7LdpSeImPBlKauEKzt.png" alt="Nielsen - a marketing research company" title="Nielsen - a marketing research company" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/31aVvgIZ891CNx0WRH8UPpooVURi4OOyn7PHiqBAYm8kmH7LdpSeImPBlKauEKzt.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Emerging Weaknesses</h3><ul><li>Slower reporting cadence of days to weeks fails modern optimizations [<a data-mce-href="https://www.nielsen.com/news-center/2024/nielsen-releases-its-2024-annual-marketing-report-surveying-global-marketers-on-roi-strategies/?utm_source=chatgpt.com" href="https://www.nielsen.com/news-center/2024/nielsen-releases-its-2024-annual-marketing-report-surveying-global-marketers-on-roi-strategies/?utm_source=chatgpt.com" target="_blank" rel="noopener">Nielsen releases its 2024 Annual Marketing Report surveying global marketers on ROI strategies | Nielsen</a>].<br></li><li>Panel-based data struggles with granular coverage of CTV, digital, retail, and podcast audiences [<a data-mce-href="https://www.nielsen.com/insights/2024/maximizing-roi-in-a-fragmented-world-nielsen-annual-marketing-report/?utm_source=chatgpt.com" href="https://www.nielsen.com/insights/2024/maximizing-roi-in-a-fragmented-world-nielsen-annual-marketing-report/?utm_source=chatgpt.com" target="_blank" rel="noopener">2024 Annual Marketing Report | Nielsen</a>].<br></li><li>Perception vs performance gaps: Nielsen’s 2025 report found that perceived digital effectiveness often outstripped actual ROI. For example, marketers rated earned channels higher even when ROI didn’t support it [<a data-mce-href="https://www.nielsen.com/insights/2025/maximizing-marketing-effectiveness-data-driven-decisions/?utm_source=chatgpt.com" href="https://www.nielsen.com/insights/2025/maximizing-marketing-effectiveness-data-driven-decisions/?utm_source=chatgpt.com" target="_blank" rel="noopener">Maximizing your marketing effectiveness with data-driven decision making | Nielsen</a>].<br></li><li>Transparency concerns persist: many marketers cite difficulties comparing across platforms and trust in measurement [<a data-mce-href="https://funnel.io/blog/marketing-measurement?utm_source=chatgpt.com" href="https://funnel.io/blog/marketing-measurement?utm_source=chatgpt.com" target="_blank" rel="noopener">Marketing measurement lessons learned and what to expect in 2025</a>].</li></ul><h2>What Modern Marketers Demand: Capabilities for 2025</h2><p>According to industry research:</p><ul><li>Forrester (2023): Unified measurement methods adoption grew 13% since 2021; MMM is now a top-five technology priority [<a data-mce-href="https://www.forrester.com/blogs/the-latest-and-greatest-mmo-service-providers/?utm_source=chatgpt.com" href="https://www.forrester.com/blogs/the-latest-and-greatest-mmo-service-providers/?utm_source=chatgpt.com" target="_blank" rel="noopener">The Latest And Greatest Marketing Measurement Service Providers</a>].<br></li><li>Nielsen 2024 report: 63% of budgets shift to digital, yet only 38% of marketers unify traditional and digital ROI [<a data-mce-href="https://www.nielsen.com/news-center/2024/nielsen-releases-its-2024-annual-marketing-report-surveying-global-marketers-on-roi-strategies/?utm_source=chatgpt.com" href="https://www.nielsen.com/news-center/2024/nielsen-releases-its-2024-annual-marketing-report-surveying-global-marketers-on-roi-strategies/?utm_source=chatgpt.com" target="_blank" rel="noopener">Nielsen releases its 2024 Annual Marketing Report surveying global marketers on ROI strategies | Nielsen</a>].<br></li><li>Funnel.io (2025): 55% of US marketers report revenue loss due to poor data integration; 34% don’t trust existing measurement systems [<a data-mce-href="https://funnel.io/blog/marketing-measurement?utm_source=chatgpt.com" href="https://funnel.io/blog/marketing-measurement?utm_source=chatgpt.com" target="_blank" rel="noopener">Marketing measurement lessons learned and what to expect in 2025</a>].</li></ul><p>Marketers now require:</p><ul><li><strong>Fast, granular reporting</strong><br></li><li><strong>Outcome-linked metrics</strong> (real sales, leads, retention)<br></li><li><strong>Full transparency &amp; explainability</strong><br></li><li><strong>Omnichannel inclusion</strong>—digital, offline, retail, programmatic, audio, CTV</li></ul><p>Legacy systems like Nielsen often fall short in one or more of these areas.</p><h2>More Than Data: A Modern, Outcome-Driven Alternative</h2><p><a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener"><strong>More Than Data</strong></a> (MTD) delivers a self-serve, quick-turnover, MMM-based analytics platform—designed with modern marketers in mind:</p><ul><li><strong>Transaction-level modelling</strong> connects cost to business outcomes (e.g., turns per dollar)<br></li><li><strong>Fast insights</strong>: weekly refreshes, scenario simulations, budget reallocation tools<br></li><li><strong>Fully transparent models</strong>: no hidden algorithms, full visibility for stakeholders<br></li><li><strong>Broad channel integration</strong>: spans social, search, retail, display, TV, audio, OOH</li></ul><p>This aligns with the 2025 Forrester and BCG call for <strong>transparent</strong>, <strong>agile</strong>, <strong>outcomes-based</strong>, <strong>omnichannel analytics</strong>.</p><figure id="figure-p1yyhdc3d9mda8be5a"><iframe id="p1yyhdc3d9mda8be5a" src="https://www.youtube.com/embed/KtVaQcFKIvU" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://www.youtube.com/watch?v=KtVaQcFKIvU" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/KtVaQcFKIvU" data-mce-style="aspect-ratio: 16/9;"></iframe></figure><h2>Feature-by-Feature Comparison</h2><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Feature</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Nielsen</strong></td><td style="width: 33.335%;" data-mce-style="width: 33.335%;"><strong>More Than Data</strong></td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Measurement Approach</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Panel + licensed data&nbsp;</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Transaction-level MMM</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Reporting Speed</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Monthly</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Near real-time (minutes, daily &amp; weekly)</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Channel Coverage</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Strong on TV, growing digital &amp; audio</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Full funnel: social, CTV, retail, audio</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Transparency</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Proprietary algorithms</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Open model logic &amp; self-service tool</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>ROI Analysis</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><p>Media mix optimization tools&nbsp;[<a data-mce-href="https://www.nielsen.com/solutions/marketing-optimization/marketing-mix-modeling/?utm_source=chatgpt.com" href="https://www.nielsen.com/solutions/marketing-optimization/marketing-mix-modeling/?utm_source=chatgpt.com" target="_blank" rel="noopener">Marketing Mix Modeling | Nielsen</a>]</p></td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Built-in simulation and scenario tools [<a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener">More Than Data Services</a>]</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Ease of Use</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Enterprise-level, analyst-heavy</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Self-serve dashboard for marketers</td></tr><tr><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;"><strong>Pricing Model</strong></td><td style="width: 33.3325%;" data-mce-style="width: 33.3325%;">Premium, enterprise contracts</td><td style="width: 33.335%;" data-mce-style="width: 33.335%;">Flexible SaaS tiering</td></tr></tbody></table><figure id="figure-2k52l1dvjrmda8dbv9"><iframe id="2k52l1dvjrmda8dbv9" src="https://www.youtube.com/embed/EnEI4t4YRjA" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://www.youtube.com/watch?v=EnEI4t4YRjA" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/EnEI4t4YRjA" data-mce-style="aspect-ratio: 16/9;"></iframe></figure><h2>Real-World Impact: A Modern Measurement Case Study</h2><p>A major Australian retail chain spent ~$3M/month across TV, Meta, search, programmatic, and in-store media. They sought clarity on how each channel affected store traffic and sales.</p><h3>Initial State:</h3><ul><li>Nielsen provided reach and comparability but couldn’t tie activity to actual footfall.<br></li><li>Meta and Google dashboards painted Facebook as the star performer—an overly simplified view.</li></ul><h3>More Than Data Implementation:</h3><ul><li>Integrated weekly ad spend (all channels), in-store transactions, and pricing/promos.<br></li><li>MMM revealed:<ul><li>Meta’s reported gains were inflated by overlap with TV and search.<br></li><li>TV + in-store campaigns drove distinct foot traffic lifts with strong ROI.<br></li><li>Reallocating 20% of ad spend from Meta to in-store prompts and CTV increased media ROI by 19% within two months.</li></ul></li></ul><p>This level of insight—clearly linking spend to outcomes and enabling rapid budget decisions—was beyond what Nielsen panels could offer.</p><h2>The Future: Where MMM and Measurement Are Headed</h2><h3>Privacy-First and Cross-Channel</h3><p>With cookieless tracking and identity regulation, measurement must adapt. MMM provides a privacy-safe aggregate model — ideal for the new digital era.&nbsp;</p><h3>Integrated Audio &amp; Emerging Channels</h3><p>Nielsen studies confirm that properly sized budgets make audio (radio/podcast) measurable via MMM [<a data-mce-href="https://www.nielsen.com/insights/2024/unlocking-the-potential-of-radio-in-mmm/?utm_source=chatgpt.com" href="https://www.nielsen.com/insights/2024/unlocking-the-potential-of-radio-in-mmm/?utm_source=chatgpt.com" target="_blank" rel="noopener">Unlocking the potential of radio in marketing mix models | Nielsen</a>]. Similar logic applies to retail media, CTV, and programmatic channels [<a data-mce-href="https://www.nielsen.com/news-center/2025/nielsen-launches-its-2025-global-media-planning-report/?utm_source=chatgpt.com" href="https://www.nielsen.com/news-center/2025/nielsen-launches-its-2025-global-media-planning-report/?utm_source=chatgpt.com" target="_blank" rel="noopener">Nielsen Launches its 2025 Global Media Planning Report</a>].</p><h3>Real-Time Scenario Planning</h3><p>Platforms now allow marketers to test budget reallocation on the fly—essential in economics with rapid shifts. <a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener"><strong>More Than Data</strong></a> integrates this functionality directly into its dashboard.</p><figure id="figure-9tgls3wpx9mda8ft8r"><img id="9tgls3wpx9mda8ft8r" src="https://cdn.durable.co/blocks/0vpOmybF2FlJ5kWpilw0V2eQOx7HC0JA0nMUJfxfhBABaMVPoeKxtzEPCJ3oUGV4.png" alt="More Than Data Self-service Budget Allocation Tool" title="More Than Data Self-service Budget Allocation Tool" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/0vpOmybF2FlJ5kWpilw0V2eQOx7HC0JA0nMUJfxfhBABaMVPoeKxtzEPCJ3oUGV4.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h2>Conclusion: Choosing Measurement Built for 2025</h2><ul><li><strong>Nielsen </strong>remains indispensable for traditional broadcast reach—but it lacks speed, transparency, and optimization tools needed for today’s complex media ecosystem.<br></li><li><strong><a data-mce-href="https://morethandata.biz/services" href="https://morethandata.biz/services" target="_blank" rel="noopener">More Than Data</a> </strong>brings modern marketers what they truly need: <strong>granular ROI tracking</strong>, <strong>rapid insights</strong>, <strong>transparent MMM</strong>, <strong>and omnichannel coverage</strong>.</li></ul><p>To pivot from reach-focused vanity metrics toward revenue-based, growth-driven marketing, media teams must adopt measurement platforms built for this decade—not the last.</p>

Nielsen vs More Than Data: What Modern Marketers Need from Media Measurement in 2025

<h2>Understanding Marketing Mix Models</h2>
<p>Marketing mix models have become essential tools for businesses looking to optimize their marketing strategies. However, despite their importance, many misconceptions exist about what these models can and cannot do. In this post, we'll debunk some of the most common myths surrounding marketing mix models to help you make more informed decisions.</p>

<p>At their core, marketing mix models are designed to measure the impact of various marketing activities on sales. They help businesses allocate budgets more effectively by showing which channels deliver the best return on investment (ROI). However, some misunderstandings can lead to unrealistic expectations or improper use. Let's explore these misconceptions in detail.</p>

<figure id="figure-tw3qd2yitjmd8o68wv"><img id="tw3qd2yitjmd8o68wv" src="https://media.gettyimages.com/id/2098359215/photo/digital-marketing-concept-businessman-using-laptop-with-ads-dashboard-digital-marketing.jpg?b=1&s=2048x2048&w=0&k=20&c=rPFhbrNcEQyKsywdiVE54MwhjQgk5BHZQT1Ad6077-Q=" alt="marketing data" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Myth: Marketing Mix Models Provide Real-Time Insights</h2>
<p>A common misconception is that marketing mix models offer real-time insights similar to digital analytics tools. In reality, these models typically analyze historical data over a specific period, providing insights based on past performance. This means they are more suited for strategic planning rather than immediate tactical adjustments.</p>

<p>Real-time data analysis is better achieved through other tools such as web and social media analytics platforms. While marketing mix models are invaluable for understanding long-term trends and making strategic decisions, they should be complemented with real-time data tools for day-to-day campaign management.</p>

<h2>Myth: They Only Focus on Short-Term Results</h2>
<p>Another common myth is that marketing mix models only account for short-term impacts. While it's true that they can highlight immediate effects of marketing efforts, these models are also capable of capturing long-term influences. By incorporating a range of data, including sales trends and external factors, they provide a comprehensive view of both short-term and long-term impacts.</p>

<figure id="figure-82l9tr8vt8md8o68wv"><img id="82l9tr8vt8md8o68wv" src="https://media.gettyimages.com/id/1398670065/photo/top-view-of-pen-eyeglasses-and-notebook-written-with-long-term-planning.jpg?b=1&s=2048x2048&w=0&k=20&c=eyjEtOZF1BN2w8XjyTx7tMNLDmc2PtgD_Pb730AO3Xs=" alt="long term planning" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Businesses can use this information to balance their marketing strategies, ensuring they not only drive immediate sales but also build brand equity over time. This holistic approach helps in sustaining growth and achieving long-term business objectives.</p>

<h2>Myth: They Replace the Need for Other Analytics Tools</h2>
<p>Some marketers believe that marketing mix models can replace all other analytics tools. In truth, these models are just one piece of the puzzle. While they offer valuable insights into the effectiveness of different marketing channels, they do not provide detailed customer-level insights or track individual user behavior.</p>

<ul>
  <li>Marketing mix models assess channel performance and allocate budgets.</li>
  <li>Customer analytics tools provide insights into individual consumer behavior and preferences.</li>
  <li>Social media analytics help understand engagement and reach across platforms.</li>
</ul>

<p>Using a combination of analytics tools allows businesses to gain a comprehensive understanding of their marketing efforts and customer interactions.</p>

<figure id="figure-cmqcmxkasmd8o68wv"><img id="cmqcmxkasmd8o68wv" src="https://media.gettyimages.com/id/2096475191/photo/data-analytics-automated-with-ai-technology-big-data-business-analytics-and-artificial.jpg?b=1&s=2048x2048&w=0&k=20&c=oPpIjc9QyOBlajkf-NkhIN8XRVJCpyVMKeMi75Um__U=" alt="analytics tools" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Myth: They Are Only Useful for Large Enterprises</h2>
<p>It's often assumed that only large companies with extensive budgets can benefit from marketing mix models. However, businesses of all sizes can leverage these models to optimize their marketing efforts. Smaller companies can use simplified versions or tailored models to fit their specific needs and budget constraints.</p>

<p>By understanding which channels work best, even smaller businesses can make data-driven decisions that enhance their marketing effectiveness and competitiveness in the market.</p>

<h2>The Value of Accurate Insights</h2>
<p>In conclusion, marketing mix models are powerful tools that provide valuable insights into the performance of various marketing activities. By debunking these common misconceptions, businesses can better utilize these models to inform their marketing strategies and achieve more effective outcomes.</p>

<p>It's important to remember that while marketing mix models offer significant advantages, they work best when used in conjunction with other analytics tools. This integrated approach ensures a well-rounded understanding of market dynamics and consumer behavior, leading to more informed and strategic business decisions.</p>

Common Misconceptions About Marketing Mix Models Debunked

<h2>Understanding Business Intelligence Tools</h2>
<p>In today's data-driven world, businesses are increasingly turning to Business Intelligence (BI) tools to gain insights and make informed decisions. These tools help organizations analyze data to maximize their Return on Investment (ROI). By understanding how to leverage BI tools effectively, companies can transform raw data into actionable insights that drive growth.</p>

<figure id="figure-nx5q82xm6md4dukr2"><img id="nx5q82xm6md4dukr2" src="https://media.gettyimages.com/id/1061299140/photo/business-analytics-intelligence-concept-financial-charts-to-analyze-profit-and-finance.jpg?b=1&s=2048x2048&w=0&k=20&c=6LeKBT7GA4pcQjm4E-o0ooRlb-M33WFBW0FVMAtLKSc=" alt="business intelligence tools" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Choosing the Right BI Tool</h3>
<p>Not all BI tools are created equal. Selecting the right tool for your specific needs is crucial. Consider factors such as the size of your business, the complexity of the data you handle, and the level of technical expertise available within your team. The right tool will seamlessly integrate with your existing systems and provide a user-friendly interface for efficient data analysis.</p>

<p>Additionally, look for BI tools that offer scalability and flexibility. As your business grows, so should your BI capabilities. Investing in a tool that can adapt to changing demands will ensure long-term success and better ROI.</p>

<h3>Data Quality and Management</h3>
<p>High-quality data is the foundation of effective business intelligence. Ensure that your data is accurate, complete, and up-to-date. Implementing a robust data management strategy is essential for maintaining data integrity. This involves regular audits, cleansing processes, and setting up automated systems for data collection and storage.</p>

<figure id="figure-dtgredoohjmd4dukr2"><img id="dtgredoohjmd4dukr2" src="https://media.gettyimages.com/id/2157709105/photo/data-fabric-ai-artificial-intelligence-powered-analytics-data-data-verse-big-data-data.jpg?b=1&s=2048x2048&w=0&k=20&c=gYImeeQslIntNzWrO8iIyRALiovJOudFMtQ4GEeUQm8=" alt="data management" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Furthermore, involve your team in data governance practices to promote accountability and consistency. When everyone understands the importance of data quality, it becomes easier to rely on insights generated by BI tools.</p>

<h3>Leveraging Advanced Analytics</h3>
<p>BI tools often come with advanced analytics features such as predictive modeling and machine learning algorithms. These features allow businesses to anticipate future trends and make proactive decisions. By leveraging these capabilities, companies can stay ahead of the competition and optimize their operations.</p>

<p>It's important to train your team on how to use these advanced features effectively. Providing training sessions or workshops can empower employees to make the most of the available tools and drive better results.</p>

<figure id="figure-qmr63tw3md4dukr2"><img id="qmr63tw3md4dukr2" src="https://media.gettyimages.com/id/817442226/photo/male-doing-estimation-on-screen.jpg?b=1&s=2048x2048&w=0&k=20&c=ohp5uVpTaAMDc0eXo7vabe_kMlzapSh3uLmXJpHVqr4=" alt="analytics training" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Integrating BI Tools with Other Systems</h3>
<p>The power of BI tools is amplified when integrated with other business systems like Customer Relationship Management (CRM) platforms and Enterprise Resource Planning (ERP) software. This integration allows for a more comprehensive view of business operations, facilitating better decision-making.</p>

<p>Ensure that your BI tool can connect seamlessly with these systems to create a unified data ecosystem. This holistic approach not only enhances data accessibility but also improves the overall efficiency of business processes.</p>

<h3>Measuring ROI from BI Investments</h3>
<p>To truly maximize ROI with BI tools, it's essential to measure the impact of your investments. Identify key performance indicators (KPIs) that align with your business goals and use them to evaluate the effectiveness of your BI initiatives.</p>

<ol>
  <li>Track improvements in decision-making speed and accuracy.</li>
  <li>Assess cost savings from optimized processes.</li>
  <li>Monitor revenue growth driven by data insights.</li>
</ol>

<p>Regularly reviewing these metrics will help you understand the value generated from BI tools and guide future investments.</p>

<h2>Conclusion</h2>
<p>Maximizing ROI with Business Intelligence tools requires a strategic approach that involves choosing the right platform, ensuring data quality, leveraging advanced features, integrating systems, and measuring outcomes. By following these expert tips, businesses can unlock the full potential of their BI investments and drive sustainable growth.</p>

Expert Tips: Maximizing ROI with Business Intelligence Tools

More Than Data

An Australia Sydney-based pioneer in marketing analytics, offering a free, fast, and user-friendly marketing mix modelling platform. We help marketers build actionable marketing mix models in under 10 minutes for instant insights. Our software Minute MMM is free, DIY, and simple—no costly consultants, complex tools, or data expertise needed. Optimize marketing investments with ease!

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Merriweather

<p>Thank You to Our First 100 Clients and Users.</p>
<p>Your support helped shape our products and services—built to make media impact measurement accessible and affordable.</p>
<p>Starting 1 July 2025, Minute MMM and Budget Optimizer move to a paid model with monthly subscription and upfront payment options.</p>
<p>We're no longer free—but we're still powerful, affordable, and focused on your success.</p>

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