Nielsen recently shared its data and trend information as part of IAB Australia’s Marketing Measurement Innovation Series. The data from Nielsen’s most recent Annual Marketing Report focused on the factors shaping media and marketing in the region. The research highlighted a significant gap in marketers' confidence and capability in end-to-end measurement, particularly in the Asia-Pacific region.

According to the report, while 66% of marketers recognise the crucial need for end-to-end measurement, only 17% feel equipped to implement it effectively. This gap in confidence and capability is particularly pronounced in the Asia-Pacific region, where only 45% of marketers are confident in their ability to measure ROI across digital channels meaningfully.

"Worryingly, confidence in calculating ROI across digital channels remains startlingly low in APAC, with only 45% of marketers feeling assured that they’ll be able to measure it in a meaningful way," said Kirsten Riolo, Nielsen Australia’s Head of Publishers and Platforms, (pictured).

Nielsen’s contribution to the IAB series underscored the transformative role of Machine Learning and Artificial Intelligence in effective marketing mix modelling (MMM). Nielsen’s Predictive ROI (PROI) solution, which leverages Machine Learning and Artificial Intelligence to forecast the ROI of a brand’s media plan with minimal inputs and faster, more cost-effective results, was highlighted. This solution utilises Nielsen’s comprehensive Compass ROI database, which includes extensive models and data across 60 countries, 100 categories, 3000 brands, and 500 models.

"This scattergun approach makes viewing performance, especially against the rest of the industry, particularly problematic. Developing a well-structured marketing strategy and tailored measurement framework, which incorporates various solutions, like econometrics modelling, such as Nielsen Marketing Mix Modelling (MMM), A/B testing and attribution are needed in order to better utilise resources and drive success," said Andre Furze, Nielsen’s Director of Marketing Effectiveness for Australia and New Zealand.

Nielsen has introduced a novel solution that integrates short-term, long-term, and equity impacts into a singular, innovative solution, empowering marketers to make smarter, data-driven decisions that drive business growth, called Marketing Mix Modelling (MMM).

"In a media universe where audiences are increasingly becoming platform nomads, it’s essential for marketers, agencies, and brands to invest in the latest tools and technology to ensure their messages resonate with their audiences. Whether you’re a marketer, an agency, or a brand, you’ll need to invest in the latest tools and technology to ensure your message not only reaches your audience but resonates. As champions of the APAC media ecosystem, our role isn’t just to understand the changing landscape, but to shape it, facilitating data-driven decision-making for both strategic planning and in-campaign optimisation," said Riolo.