Smarter Media, Better Results: How Marketers Are Rethinking Media ROI

Today’s marketers face immense pressure to justify media spend and measure tangible impact. But fragmented data, inadequate tracking, and unclear KPIs often cloud visibility. How can brands build smarter strategies that truly connect media spend to real business outcomes?

Ready to See Proven Media Results in Action?

Explore our Media Performance Accelerator and quickly access detailed video case studies and strategic insights from top media experts, helping you confidently identify the right agency partner.

Explore Proven Media Strategies →

Insights from Industry Experts

We spoke with experts Scott Blessman (VP Analytics, Goodway Group), Elaine Fowler (Director Omni-Channel Marketing, Sagepath Reply), Laura Beaupre (President, Look Listen), and Josh Perry (Digital Media Supervisor, Look Listen) to uncover practical insights:

Meet the experts

Laura Beaupre

**President**
Look Listen

Josh Perry

**Digital Media Supervisor**
Look Listen

Elaine Fowler — Elaine (Randant) Fowler

**Director of Omni-Channel Marketing**
Sagepath Reply

Common Challenges + Solutions

Fragmented Data + Poor Tracking

Elaine Fowler, Sagepath Reply, shared key insights that encourage marketers to centralize your data, ensure robust governance, and implement a thorough tracking infrastructure to address gaps in marketing attribution.

Importance of First-Party Data

Scott Blessman, Goodway Group ,shared thoughts around activating first-party data through advanced segmentation, identity resolution, and clean-room environments to significantly enhance targeting and ROI.
Laura Beaupre and Josh Perry, Look Listen, stated that first-party data integration with ad platforms improves personalization and drives higher conversion rates, especially in complex sales cycles.

Investing in Advanced Analytics

Scott Blessman, Goodway Group, advised to use advanced analytics when managing complex, multi-location campaigns to confidently model and optimize media investments.
Laura Beaupre and Josh Perry, Look Listen, asked marketers to consider advanced analytics if your campaigns have longer sales cycles or higher media spend, ensuring better forecasting and scalable growth.

Beyond Last-Click Attribution

Scott Blessman, Goodway Group, detailed combining historical performance with predictive modeling to measure true media effectiveness beyond last-click metrics.
Laura Beaupre and Josh Perry, Look Listen, said to map complete customer journeys and smaller intent-based actions for comprehensive insight into marketing impact.

Key Takeaways

Unify fragmented data for clear visibility.
Leverage first-party data strategically.
Invest in advanced analytics for better forecasting.
Foster transparent, aligned agency partnerships.

Ready to Scale Your Media Effectiveness?

At Setup, we streamline your search, connecting you directly with trusted agency partners tailored precisely to your brand’s unique performance objectives, at no cost to you.

Schedule Your FREE Agency Strategy Session →

Blog

How Smart Marketers Build a Budget That Actually Works

Creating a marketing budget isn’t just a financial exercise; it’s a strategic act. It’s your roadmap for growth, your guardrail against wasted effort, and, when done well, your strongest case for internal alignment and external results.

But while most marketers know how much they wish they could spend, far fewer know how much they should. So, where do you begin?

How Marketers Can Simplify Media Complexity + Double Results

Marketers today juggle numerous platforms, overwhelming data, and competing internal demands, creating a complex media landscape that clouds performance clarity. What drives this complexity, and how can brands effectively navigate it?

Smarter Media, Better Results: How Marketers Are Rethinking Media ROI

The Top 5 Questions Marketers are Asking in 2025 + How to Find the Answers

At Setup, we don’t just listen, we track patterns, analyze them, and come up with solutions to assist marketers with their challenges. Every year, our Marketing Relationship Survey gathers insights from brand and agency marketers to identify the core challenges, shifts, and opportunities in the client–agency relationship. These aren’t hypotheticals; they’re real-time questions marketing leaders are actively asking. And your answers help drive the industry's evolution.

Marketing in the Health + Wellness Industry in 2025

Every few years, we revisit the Health and Wellness space to track major shifts. Since the pandemic, the industry has made significant strides to meet evolving consumer demands and expectations.

We spoke with Mark Yosick, Senior Marketing Director, Surgical at MIMEDX, about his experience in the space, the challenges he’s faced, and the trends he sees shaping the future.

A 2025 Check-Up on the Health + Wellness Industry

In the last five years, the health and wellness industry has experienced a significant transformation, from personalized nutrition, to the rise of telehealth, to a growing emphasis on marketing transparency. The consumer is becoming more integral in everyday decisions across all industries.

What has changed and what is continuing to take priority in today’s health and wellness sector?

Brewed for Impact: How BLK & Bold Is Leading the Next Wave of Beverage Marketing

When it comes to purchasing, today’s consumers want more than just a product–they want something to believe in. The rise of purpose-driven brands, founder visibility, AI-powered personalization (with boundaries), and culturally rooted storytelling are reshaping how beverage companies connect with their audiences.

BLK & Bold, a coffee brand built on community, culture, and impact, is a leader in this movement. In this exclusive interview with Co-Founder Rod Johnson, Johnson shares how they’re redefining what it means to market in the beverage space.

Purpose, Proof + Personalization | Secrets to Marketing in the Beauty Industry

In a conversation with Nate Bigger, Founder + CEO of MONPURE and the leader behind the brand’s marketing strategy, we heard firsthand how the company is navigating the beauty landscape with authenticity, science-led storytelling, and a deep understanding of the emotional side of self-care.

The Evolving Financial Industry | Balancing AI, Compliance + Creativity in 2025

The financial services industry has never been known for moving fast—but in 2025, the pressure is on. With artificial intelligence (AI) redefining customer engagement, fintech innovations raising consumer expectations, and tighter regulations around data privacy, marketing leaders in finance are rethinking how they show up, connect, and grow.

The Future of Financial Marketing: AI, Fintech Innovations + Digital Transformation in 2025

With agentic AI systems driving automation, fintech innovations setting new standards, and post-pandemic digital acceleration cementing permanent shifts in behavior, the financial marketing landscape is evolving at a rapid speed. So, how can financial brands stay ahead?

The Rise of AI in 2025: Leveraging your Tech Stack While Preserving Human Connection

Is AI stripping consumers of excitement? Is there unconscious bias in AI? How can marketers stand out while using the same tech stack?

In conversations with marketing leaders in the high-tech and innovation sector, adopting AI is not the challenge. The future belongs to teams who adapt to AI while investing in human elements like curiosity, connection, and inspiration.

A New Era for Innovation | Navigating the High-Tech Landscape

Advancements in AI over the last few years have shifted customer expectations. With all of this power and access, however, comes more responsibility on marketers to lead with intention and care. Explore the biggest shifts in High-tech + Innovation and how marketing leaders can act accordingly.

Why Chemistry Matters When Choosing a Marketing Agency

When it comes to picking an agency, chemistry between brands and agencies is often overlooked in the selection process, but it’s one of the biggest indicators of long-term success. Yes, you need a business partner with the right capabilities and experience, but when it comes down to the final candidates, chemistry is what truly sets long-term partners apart.

Top 5 Growth Strategies for Agencies in 2025

The path to growth for marketing Agencies in 2025 is no longer about simply acquiring new Clients; it’s about scaling effectively. With evolving Client demands, technological advancements, and increasing competition, Agencies must focus on strategies that enable sustainable and efficient expansion.

Based on insights from Setup’s research, expert advice, and industry trends over the last 10 years, here are five key strategies to help Agencies scale effectively in 2025.

Super Bowl LIX: 2025 Marketing Ad Champions + Fumbles

Super Bowl LIX wasn’t just about football—it was a masterclass in marketing. Each year, brands gamble big (to the tune of $8 million per 30-second ad) for a chance to capture the nation’s attention. With such high stakes, the challenge isn’t just making a good ad—it’s making an ad that resonates long after the final whistle blows.

This year, amid a landscape of economic uncertainty and shifting consumer sentiment, many brands leaned away from risk-taking and played it safe. "Nowstalgia"—pairing rising stars with established icons—dominated, while humor, celebrity cameos, and absurdist comedy took center stage. And while some brands nailed it, others flopped despite their star-studded casts.

Overcome Challenges + Master Agency Growth in 2025

As competition intensifies and Clients get more selective about what they want, Agencies must navigate hurdles that directly affect their ability to meet Client expectations and learn to adjust. Let’s dive into the core obstacles Agencies are tackling this year, why they’re critical to address, and practical strategies to stay ahead in an ever-changing industry.

How to Choose the Right Marketing Agency in 2025

Choosing the right marketing Agency in 2025 is about more than finding a vendor—it’s about building a partnership that can adapt to your needs, communicate effectively, and drive long-term results. Start with clear goals, leverage trusted referrals, and prioritize compatibility and communication. Remember, the right Agency won’t just execute campaigns—they’ll act as an extension of your team, helping your Brand navigate challenges and seize opportunities.

Marketing Agency Matchmaking: What Clients Crave in Agency Partnerships

While our previous blogs recapping the Marketing Relationship Survey highlight key communication tactics and needs to sustain and improve the Agency-Client relationships, today we’re simply asking: What kind of work is getting noticed and needed by Clients, and what should Agencies prioritize?

The Breakup Blueprint: Fixing Agency-Client Relationships Before They Fail

In the 6th annual Setup Marketing Relationship Survey, we uncovered that 40% of Clients intended to switch Agencies in the next 6 months. Although this is significantly less from previous years, the sentiment remains the same: Clients desire more from their Agency partners. This blog breaks down exactly what Clients desire from their Agency partners and how the two parties can work together to create harmonious relationships.

The Truth About Agency Breakups: What Clients + Agencies Really Think

The Setup Marketing Relationship Survey revealed that 40% of Clients surveyed will switch Agency partners in the next six months. This is consistent with our 2023 survey results where Ad Age concluded that more reviews may be coming. Why are reviews coming and what could make the Agency-Client relationship stronger?

10 CMO Secrets for Your 2025 Marketing Strategy

The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.

From Spotify Wrapped to Cow Appreciation Day - How Marketers Leverage Consumer Anticipation

Spotify Wrapped, launched in 2016, has significantly contributed to Spotify's growth by engaging users through personalized listening data and encouraging social media sharing. There are a number of Brands that have created cultural touchstones that create hype and consumer anticipation. How can you implement these learnings into your own marketing strategy?

Harness the Hype: Wicked Melted Audiences With Marketing Magic

When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).

Navigating the New Black Friday

Black Friday has undergone a dramatic transformation since its chaotic in-store origins in the 1960s. Once synonymous with one-day-only doorbuster deals and frenzied shopping, the event is now a weeks-long digital phenomenon, shaped by evolving consumer behavior, economic pressures, and innovative retailer strategies, not to mention some potential trust issues with consumers. Here’s a comprehensive look at how Brands and consumers are navigating Black Friday 2024.

Why Valuing Clients + Your Team Pays Off Big

Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!

‘Tis the Holiday Season to Gather... and Build Brand Loyalty

The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?

How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable

The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

Travel and Hospitality Marketing: Prioritizing the Customer Experience

The fluctuating economy leading to job and spending uncertainty, shifts consumer preferences in ways that significantly impact marketing strategies - especially in Travel and Hospitality. To stay ahead, Brands need to rethink how to engage with customers to maintain their loyalty and their business. Here are some strategies to keep in mind as marketers prepare for the holiday season and approach 2025.

6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.

Industry Blogs, Marketing Industry/TrendsSetup - marketing matchmakersJune 30, 2025paid media, brand media, media, MPA CampaignComment