Report: Marketers lack confidence in measurement, tech tools, data sets New Nielsen US survey of marketers explores marketing and media measurement, data sources and areas of importance According to the latest US Nielsen Annual Marketing Report, less than 20 per cent of marketers surveyed have confidence in their ability to measure marketing returns overall. Marketers from the largest organisations were also only marginally more confident than those from smaller organisations in their ability to measure full-funnel media ROI, multi-touch and sales attribution, and unduplicated reach and frequency. Nielsen classified organisations in three groups for the survey: Those with under $1 million of annual marketing budget (small), those of marketing budgets of between $1 million and $10 million (medium), and those spending at least $10m annually on marketing (large).