- Circana
- Oct 8, 2025
- 2 min read
Updated: Nov 21, 2025
Authored by: Susan Goetz
In a landscape where over 75% of CEOs look to marketing to drive growth, the pressure to deliver measurable results has never been higher. However, many marketing investments fail to reach their full potential, leaving value on the table. Common pitfalls in media planning, performance tracking, and strategy can silently erode your ROI and hinder sustainable growth. Understanding and avoiding these mistakes is key to unlocking your brand's true power.
Circana’s report, “10 Mistakes to Avoid to Drive Outcomes Growth,” delivers a data-backed analysis of the most common marketing missteps and provides a clear framework to optimize your strategy. We move beyond theory to reveal the "why" behind underperformance, offering an actionable roadmap for brands to maximize impact and achieve significant top- and bottom-line growth.
Report Highlights:
The Optimization Opportunity: Discover why 74% of media executions are nonoptimal and how to find the “sweet spot” that maximizes ROI, preventing wasted spend on campaigns that are above or below ideal frequency levels.
The Recency Imperative: On average, total media ROI changes by 43% year-over-year. Learn how real-time performance tracking can help you stay ahead of competitors and capture up to 16% more in digital-generated revenue.
Balancing the Funnel: Uncover the critical link between upper-funnel metrics like awareness and long-term sales. See how a single-point increase in awareness can drive a 1% sales lift while also improving marketing efficiency.
Long-Term vs. Short-Term: Explore the data showing why brand-building media delivers nearly double the ROI of short-term promotions and incentives, and learn how to balance both for sustained equity growth and pricing power.
The Creative Multiplier: Find out how creative excellence can increase marketing effectiveness by more than r 30% for TV and digital campaigns, and learn how to integrate creative evaluation into your planning process.
Future-Proofing Your Mix: Get ahead of the curve with insights into emerging media channels that deliver 2.6x the sales effectiveness of the total media average. We outline key strategies for leveraging new formats to boost campaign ROI.
