In a world drowning in data but thirsting for insights, 2025 marks a pivotal moment for marketers. The focus is shifting from the quantity of data collected to its effectiveness in harnessing smarter strategies and better outcomes.

The great data disconnect

For advertisers and brands, fragmented and poor-quality data often leads to inefficient media buys and missed opportunities to connect with their audiences. Many struggle to link consumer behaviours to actionable media strategies, limiting their ability to maximise impact. 

Understanding and addressing this disconnect can be transformative for media planning and buying. “We’re past the age of data collection – we’re now in the era of data orchestration,” says Sarah Coften, Head of Innovation and Digital Strategy at Smithfield. “The winners in 2025 won’t be those with the most data but those who turn it into a symphony rather than noise.”

The role of quality

Tim Samuel, COO at Smithfield, emphasises: “The quality of data analysis is only as good as the quality of data you put in. Poor input results in poor outcomes, which is why businesses must prioritise clean, structured, and actionable data.”

Top 3 tips for ensuring high-quality data

1. Data audits improve ROI. A recent data audit for a subscription-based client identified underperforming audience segments and outdated data signals. By cleaning and refining these segments, we reduced media waste by 20%, enabling more precise targeting. This optimisation redirected budget to higher-value customer segments with greater lifetime value (LTV), ultimately driving increased profitability.
2. Bring your data together: Integrate separate systems, like CRM and analytics tools, for a complete view of audience behaviour, enabling more effective media planning.
3. Focus on first-party data collection: Build trust through initiatives like loyalty programmes, email sign-ups, or surveys. Provide value in exchange for data, such as personalised offers or enhanced services.

Turn data losses into media wins

When cookie signals faded, many advertisers faced a loss of visibility and control. At Smithfield, we turned this challenge into an opportunity to innovate and deliver measurable impact for our clients.

For a UK national, omnichannel advertiser, we developed a sophisticated triangulation methodology, combining multi-touch attribution (MTA) for optimising short-term sales activation with marketing mix modelling (MMM) to validate incremental returns and identify broader brand growth drivers. This approach enabled the client to move beyond immediate metrics and focus on a holistic view of their media investment.

Key Insights and Outcomes

Optimised channel contributions:

• MTA revealed the relative contributions of Paid Search, Social Media, and Programmatic Display, enabling smarter budget allocation and delivering higher short-term returns.
• Geo-targeted media testing across selected locations demonstrated that OOH-supported areas outperformed others by 13.53%, increasing footfall. This was confirmed by a sales uplift analysis using control and exposed groups, which showed the immediate short-term effect of OOH on sales.
• MMM later validated the role of brand-building ATL media in driving incremental growth, reinforcing its dual impact: short-term sales activation and long-term customer lifetime value (LTV) growth.

Measured impact:

• Overall ROAS improved by 11%, driven by optimised budget allocations.
• Conversion rates increased by 15%, while cost per acquisition dropped by 12%.
• Sales volume rose by 10%, demonstrating the complementary role of performance and brand-building media.
• By leveraging a combination of real-time attribution (MTA), sales uplift analysis, and long-term validation through MMM, Smithfield delivered actionable insights and measurable results. This dual-layered proof gave the client confidence in the role of brand-building ATL media for both immediate and sustained business growth.

The Smart Money Moves

Forward-thinking advertisers are already adopting bold strategies in media planning:

• The Measurement Revolution 

Advanced measurement ecosystems now allow brands to track the full customer journey across channels, ensuring smarter allocation of media budgets and better attribution of results.

• The Privacy Pivot

As third-party cookies fade into obsolescence, the future lies in unified persistent ID solutions. These approaches allow for precise targeting and measurement throughout the digital ecosystem while putting privacy first. 

Smithfield’s independence enables us to align with tech innovators without the constraints of large agency decision-making processes. We can move quickly, piloting and testing emerging technologies before they hit the market. This agility ensures our advertisers are not just meeting basic standards but innovating beyond first-party cookies to navigate the next digital era. Our role is to unify data for the most efficient and impactful routes to market, delivering true value for every pound spent.

Upskilling for the future of media

Brandwatch’s survey highlights the urgent need for a skills uplift among marketing teams:

• 79% recognise that data analysis is no longer optional.
• 78% see strategy development as crucial.
• 78% prioritise mastering content creation.

This isn’t theoretical for Smithfield. We’ve recently secured government funding through the AI Upskilling Fund, which supports our advanced analytics, data, and AI initiatives. This funding highlights our dedication to upskilling our team in specialised areas that deliver meaningful results and keep us at the forefront of innovation in media planning and buying.

The 2025 imperative

As the IMF forecasts calmer economic waters ahead (global inflation easing to 3.5%), the time for transformation is now. “Bravery and good data practice is the backbone of creativity,” says Adam Shoefield, Founder of Smithfield. “When we truly understand our audience through robust data, that’s when the next big idea emerges. Data is the key to unlocking transformative and impactful campaigns.” The future belongs to those who can turn data chaos into clarity, transform complexity into opportunity, and navigate the new landscape with confidence and precision.

The question isn’t whether to transform – it’s how fast you can make it happen.

Transform data chaos into clarity with Smithfield’s cutting-edge media strategies. Let’s deliver real results together tailored for your brand’s success in 2025 and beyond, contact us at hello@smithfieldagency.co.uk.