# Why industry attention is turning towards outcomes measurement March 6, 2026 **•** [Josh Baines](https://www.cint.com/blog/author/josh/) 3 min read ## Contents - [Why measure outcomes?](https://www.cint.com/blog/why-outcomes-measurement-matters/#why-measure-outcomes) - [What challenges does measuring outcomes solve?](https://www.cint.com/blog/why-outcomes-measurement-matters/#what-challenges-does-measuring-outcomes-solve) - [Why has measuring outcomes become so important? What is Cint doing about it?](https://www.cint.com/blog/why-outcomes-measurement-matters/#why-has-measuring-outcomes-become-so-important-what-is-cint-doing-about-it) - [Learn more about Lucid Measurement](https://www.cint.com/blog/why-outcomes-measurement-matters/#learn-more-about-lucid-measurement) ## Categories [Industry trends](https://www.cint.com/blog/industry-trends/), [Media measurement](https://www.cint.com/blog/media-measurement/) ## Why measure outcomes? In the modern media landscape, the idea of ensuring that upper-funnel marketing activities connect directly to lower-funnel results has become increasingly important. Put simply, outcomes measurement is a means of tracking how media investments drive specific business objectives. These are also known as outcomes, hence the name. Simple, right? Across the industry, marketers need to understand the impact of their brand advertising budgets and to tell that impact story to stakeholders. After all, when every dollar counts, it’s crucial to know what their spend is actually _delivering_. Let’s explore why connecting attitudes to action is a fundamental way of proving the value of [brand media budgets](https://www.cint.com/blog/4-ways-in-flight-measurement-can-help-stretch-your-marketing-budget/) in an era where every cent is fought over, and every decision made before, during, and after a campaign can be critical. ## What challenges does measuring outcomes solve? Marketers know that every campaign comes with its own challenges to solve. For some, it is imperative to provide better proof of revenue from upper-funnel campaigns while also demonstrating the revenue-generating value of their own platforms. > “Connecting brand ad buys to real sales gives brand marketers the proof they need to get reinvestment in upper-funnel advertising that can shift not just inventory but consumer perceptions.” **Laura Manning** Senior Vice President of Measurement, Cint As [Laura Manning](https://www.cint.com/blog/doing-more-with-less-how-measurement-is-adapting-to-a-changing-world/), Cint’s SVP of Measurement, puts it, “connecting brand ad buys to real sales gives brand marketers the proof they need to get reinvestment in upper-funnel advertising that can shift not just inventory but consumer perceptions.” Investing in outcomes measurement techniques can be a way of gaining a competitive advantage when it comes to competing for media budgets. For example, with an outcomes approach in place, it’s possible to chart the causality between metrics like brand lift and the eventual sales lift. On the agency side, many marketers feel under pressure from clients to go about demonstrably proving the return on investment (ROI) of agency services when it comes to launching cross-channel campaigns. They may also find themselves wanting to stop allocating budget to performance media campaigns by, again, providing evidence that brand campaigns really _are_ capable of driving revenue. ## Why has measuring outcomes become so important? What is Cint doing about it? Successfully integrating outcomes into wider media measurement strategies has become important for a variety of reasons. The outcomes approach is an opportunity to “close the loop” for upper-funnel campaigns and give momentum for requests for reinvestment in brand lift. Tying ROI to brand lift through outcomes measurement also presents an opportunity to win back lost media budgets from brands taking marketing in-house or investing in direct response campaigns. “There’s a shift happening in brand measurement. As brands use MTA and MMM to connect touchpoints across the user journey, brand marketers are expected to provide proof that upper-funnel marketing efforts are generating revenue,” says Manning. “Outcomes measurement provides the simplest solution for publishers, platforms, and agencies to connect brand lift KPIs to real sales.” Additionally, those data points allow marketers to make truly informed campaign decisions, providing a solid basis for [potential optimization strategies](https://www.cint.com/knowledge-center/making-every-cent-count/) to be ideated and eventually deployed. “Marketers have always known that brand investment moves the needle on sales,” said Kate Crandall, Principal Product Manager. “The goal of outcomes measurement is not just proving it, but making it actionable.” ## Learn more about Lucid Measurement Want to know more about how you can optimize lift results for your campaigns through [Lucid Measurement](https://www.cint.com/products/lucid-measurement/) even when budgets are shrinking? [Get in touch with Cint today](https://www.cint.com/start/). Blog ## More from our blog - April 30, 2026 ## [How do AI moderated interviews scale conversational insights instantly?](https://www.cint.com/blog/introducing-ai-moderated-interviews/) Discover how AI moderated interviews are transforming market research by combining quantitative scale with qualitative depth. [Industry trends](https://www.cint.com/blog/industry-trends/) - April 23, 2026 ## [Finding your ‘North Star’ in fragmented media markets](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/) Join the discussion on media markets and how to effectively measure campaign impact across various regions. [Webinar](https://www.cint.com/blog/webinar/) - April 20, 2026 ## [Scaling the global respondent experience](https://www.cint.com/blog/scaling-the-global-respondent-experience/) Catch up on a conversation between Cint and AttaPoll. 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[AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 25, 2025 ## [How to reach diverse audiences at scale](https://www.cint.com/blog/localized-insights-for-global-success/) Download our latest whitepaper to discover how capturing local data can spark global breakthroughs. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 12, 2025 ## [Embracing inclusivity in market research](https://www.cint.com/blog/embracing-inclusivity-in-market-research/) Explore how survey design, inclusive language, and community engagement can help us create research that reflects the full diversity of human experience. - June 12, 2025 ## [How real-time brand lift helps advertisers thrive in uncertainty](https://www.cint.com/blog/how-real-time-brand-lift-helps-advertisers-thrive-in-uncertainty/) Director of Product Management at Cint, Stephanie Gall, joined the EMARKETER podcast to discuss how to make better campaign decisions in periods of flux. [About us](https://www.cint.com/blog/about-us/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 4, 2025 ## [What is a velocity attack?](https://www.cint.com/blog/what-is-a-velocity-attack/) Learn what velocity attacks are, why they’re an issue, and what Cint is doing to combat them. [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/), [Research basics](https://www.cint.com/blog/research-basics/) - June 4, 2025 ## [What is a click farm?](https://www.cint.com/blog/what-is-a-click-farm/) Understanding what click farms are, how they operate, and how they can be combated. [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - May 29, 2025 ## [Doing more with less: how measurement is adapting to a changing world](https://www.cint.com/blog/doing-more-with-less-how-measurement-is-adapting-to-a-changing-world/) Feeling the pinch but still need to deliver? A panel of experts headed by Cint’s Laura Manning discuss strategic approaches to media measurement during a period of flux. - May 27, 2025 ## [Cint is now one of Newsweek’s Most Loved Workplaces](https://www.cint.com/blog/cint-is-now-one-of-newsweeks-most-loved-workplaces/) We’re delighted to appear on Newsweek’s 2025 Global Top 100 Most Loved Workplaces list. [About us](https://www.cint.com/blog/about-us/), [Awards](https://www.cint.com/blog/awards/), [Insights](https://www.cint.com/blog/insights/) - May 19, 2025 ## [Read our guide on the best ways to improve existing qualification data and screening questions](https://www.cint.com/blog/read-our-guide-on-the-best-ways-to-improve-existing-qualification-data-and-screening-questions/) Experts discuss how to ensure your survey’s quotas and qualifications are helping you get accurate insights in our latest guide. [Insights](https://www.cint.com/blog/insights/) - May 16, 2025 ## [How KFC uses insights to drive flavorful innovation](https://www.cint.com/blog/how-kfc-uses-insights-to-drive-flavorful-innovation/) Understanding why, for one brand at least, quality + flavor + value = the recipe for success. - May 15, 2025 ## [Quarter-century crisis: Are we better or worse off than we were 25 years ago?](https://www.cint.com/blog/quarter-century-crisis-are-we-better-or-worse-off-than-we-were-25-years-ago/) Live at the Advertising Week Europe event in London, April 2025, Advertising Week’s Katie Ingram and Cint’s Ariel Madway took the stage to unpack generational divides. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/) - May 15, 2025 ## [Polling in the age of upheaval: How survey science is adapting to chaos](https://www.cint.com/blog/polling-in-the-age-of-upheaval-how-survey-science-is-adapting-to-chaos/) Cint’s Matthew Braithwaite joined Michael Conte of Marist Poll to dive into some of the tricks of the trade. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Market research](https://www.cint.com/blog/market-research/), [Political research](https://www.cint.com/blog/political-research/) - May 7, 2025 ## [Breaking barriers: Carving my own path](https://www.cint.com/blog/breaking-barriers-carving-my-own-path/) Read the winning entry from Elevate & Inspire, a competition run as part of our Women @ Cint India initiative. [Insights](https://www.cint.com/blog/insights/) - May 2, 2025 ## [Common problems, Cint solutions](https://www.cint.com/blog/common-problems-cint-solutions/) Let’s tackle your biggest research fielding hurdles—here’s how we do it. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - May 2, 2025 ## [Effective strategies for combatting fraud in the Restech industry](https://www.cint.com/blog/effective-strategies-for-combatting-fraud-in-the-restech-industry/) Fraud is an ongoing issue in the research and insights space. Here’s how buyers and suppliers can fight back. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - April 25, 2025 ## [How to optimize your survey design](https://www.cint.com/blog/12-best-practices-of-survey-design/) Survey design can have a dramatic impact on the quality of your research. Download our guide to find out how to improve survey experience for respondents and reduce drop-off rates. - April 18, 2025 ## [Getting to the point: Faster insights now for better outcomes later](https://www.cint.com/blog/getting-to-the-point-faster-insights-now-for-better-outcomes-later/) Ed Stone, Cint’s Director of Data Solutions & Measurement gives us the lowdown on how to do more with less in the ever-evolving measurement landscape. - April 16, 2025 ## [A full-stack guide to monetizing your audience](https://www.cint.com/blog/a-full-stack-guide-to-monetizing-your-audience/) Want to monetize your audience but don’t know where to start? Read on to get the lowdown. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - April 9, 2025 ## [Making the most of the industry’s biggest marketplace as a buyer](https://www.cint.com/blog/making-the-most-of-the-industrys-biggest-marketplace-as-a-buyer/) Discover how the Cint Exchange operates and why it could benefit your business. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - April 7, 2025 ## [Cint raises 596 million SEK to support new strategy](https://www.cint.com/blog/cint-raises-596-million-sek-to-support-new-strategy/) Cint CEO Patrick Comer discusses Cint’s recent successful Rights Issue [About us](https://www.cint.com/blog/about-us/), [Company culture](https://www.cint.com/blog/company-culture/) - April 3, 2025 ## [Soothing cross-platform measurement challenges for marketers in 2025](https://www.cint.com/blog/soothing-cross-platform-measurement-challenges-for-marketers-in-2025/) Christopher Pope, Senior Director, Data and Measurement at Cint talks us through marketer concerns and how to solve them. - April 1, 2025 ## [Making the most of the industry’s biggest marketplace as a supplier](https://www.cint.com/blog/making-the-most-of-the-industrys-biggest-marketplace-as-a-supplier/) Generate revenue and reward your members with ease by connecting to the world’s largest marketplace as a supply partner. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - March 17, 2025 ## [A practical guide to integrating Restech into your tech stack](https://www.cint.com/blog/a-practical-guide-to-integrating-restech-into-your-tech-stack/) Here’s how to boost your research practices with Cint. - March 14, 2025 ## [What is the difference between a brand tracker and brand lift study?](https://www.cint.com/blog/what-is-the-difference-between-a-brand-tracker-and-brand-lift-study/) Brand trackers and brand lift studies are valuable insights tools for measuring consumer sentiment about a brand. Let’s explore what makes these types of studies unique and how they can most effectively be applied to your needs. [Media measurement](https://www.cint.com/blog/media-measurement/) - March 14, 2025 ## [How to engage and retain diverse respondent supply](https://www.cint.com/blog/how-to-engage-and-retain-diverse-respondent-supply/) Survey research can’t happen without survey respondents. So how can panels and researchers ensure that respondents have a positive experience? [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - March 12, 2025 ## [Why is data quality so important when it comes to programmatic research?](https://www.cint.com/blog/why-is-data-quality-so-important-when-it-comes-to-programmatic-research/) Two experts explain why when you’re working with programmatic research, quality is key. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - February 14, 2025 ## [Are streaming habits reshaping the advertising industry?](https://www.cint.com/blog/are-streaming-habits-reshaping-the-advertising-industry/) Our latest report explores the relationship between streaming and advertisers ahead of 2025’s Upfronts. - February 7, 2025 ## [Fighting bots with bots: how to combat AI-driven fraud](https://www.cint.com/blog/fighting-bots-with-bots-the-importance-of-combating-ai-driven-fraud-with-advanced-technology/) Cint’s Jimmy Snyder, Vice President of Trust and Safety, and Shelby Downes, Senior Program Manager, discuss a range of approaches for taking action against the bots. [Quality](https://www.cint.com/blog/quality/) - February 5, 2025 ## [How can the market research industry act ethically in 2025?](https://www.cint.com/blog/how-can-the-market-research-industry-act-ethically-in-2025/) A panel of experts voice their opinion on how market research and insights professionals can foreground concerns around ethics in the year ahead. - February 5, 2025 ## [What are the challenges facing market researchers in 2025?](https://www.cint.com/blog/what-are-the-challenges-facing-market-researchers-in-2025/) A panel of experts voice their opinion on what difficulties insights professionals need to be aware of in the year ahead — and how best to approach them. [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - February 5, 2025 ## [Where will the market research industry take AI next?](https://www.cint.com/blog/where-will-the-market-research-industry-take-ai-next/) A panel of experts voice their opinion on how market research and insights professionals will continue to foreground automation in their methodological approach. [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - December 30, 2024 ## [Lucid Measurement 2024: a year of innovation](https://www.cint.com/blog/lucid-measurement-product-releases-recap-2024/) Read a recap of what we added to Lucid Measurement in 2024, and enjoy a sneak peek of where we’re going in 2025 [About us](https://www.cint.com/blog/about-us/), [Media measurement](https://www.cint.com/blog/media-measurement/) - December 24, 2024 ## [How has market research adapted to AI and synthetic data?](https://www.cint.com/blog/ai-synthetic-data-report/) Introduction Across the market research industry, more and more organizations and companies are using AI to speed up audience insights analysis. The reason is simple: AI can streamline previously lengthy processes. Formerly time-consuming work can now be done in seconds, with human beings on hand to ensure accuracy.  AI tools save time and money but… [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/) - December 23, 2024 ## [4 ways in-flight measurement can help stretch your marketing budget](https://www.cint.com/blog/4-ways-in-flight-measurement-can-help-stretch-your-marketing-budget/) Knowing how to prioritize your limited budget while increasing the impact of your digital advertising will make the difference between success and just getting by this year. [Media measurement](https://www.cint.com/blog/media-measurement/) - December 13, 2024 ## [Building the right tech partnerships: KFC U.S. and Cint’s ‘Finger lickin’ good’ recipe for success](https://www.cint.com/blog/building-the-right-tech-partnerships-kfc-and-cints-recipe-for-success/) At TMRE 2024 in Orlando, KFC’s Renee Reeves joined Cint’s Ryan Fletcher for a fireside chat on how building the right tech partnerships is the (not-so-secret) recipe for fostering a culture of innovation and setting your insights team up for success. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Customer stories](https://www.cint.com/blog/customer-stories/), [Market research](https://www.cint.com/blog/market-research/) - December 11, 2024 ## [Surviving party season: CintSnap explores festive fatigue](https://www.cint.com/blog/surviving-party-season-cintsnap-explores-festive-fatigue/) Ready for a slew of parties, or dreading the prospect? Cint explores consumer attitudes toward a potentially massive month of social outings. [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 27, 2024 ## [Eat, shop, repeat: CintSnap delves into Thanksgiving consumer trends](https://www.cint.com/blog/eat-shop-repeat-cintsnap-delves-into-thanksgiving-consumer-trends/) We examine the relationship between Thanksgiving and one of the biggest sales events of the year, Black Friday Cyber Monday (BFCM). [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 20, 2024 ## [Preparing for 2025: Insights on marketing and data collaborations](https://www.cint.com/blog/preparing-for-2025-insights-on-marketing-and-data-collaborations/) In 2025, global advertising spend is predicted to surpass $1 trillion—a milestone so monumental it could stretch dollar bills to the sun and back. However, beneath this record-breaking number lies a complex reality: while data is abundant, marketers and agencies still face significant challenges in unlocking its full potential. A recent research collaboration between Lotame… [Connected data](https://www.cint.com/blog/connected-data/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Powered by Cint](https://www.cint.com/blog/powered-by-cint/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - November 20, 2024 ## [CintSnap survey uncovers 2024 holiday travel trends and the use of AI in travel planning](https://www.cint.com/blog/cintsnap-survey-uncovers-2024-holiday-travel-trends-and-the-use-of-ai-in-travel-planning/) As the festive season approaches, travelers worldwide are packing their bags for one of the busiest travel periods of the year – but not without a little help from technology.  If the idea of using AI as your personal travel assistant sounds appealing, you’re not alone. This year, holiday travel trends reveal not only a… [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 14, 2024 ## [John Lewis tops the tree in the Christmas ads anticipation stakes](https://www.cint.com/blog/john-lewis-tops-the-tree-in-the-christmas-ads-anticipation-stakes/) The advertising industry’s biggest few weeks of the year are here. What do UK viewers and consumers want from their Xmas ads? [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 7, 2024 ## [How popular is the poppy in 2024?](https://www.cint.com/blog/how-popular-is-the-poppy-in-2024/) Ahead of Remembrance Day, Cint asks whether or not wearing a poppy is still a big deal in the UK. [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) [See All Blog Posts](https://www.cint.com/blog/) Notifications