Frequently Asked Questions

MEQ stands for Marketing Effectiveness Quotient. It is a simple diagnostic tool designed to help marketing leaders understand how effectively their marketing function is working. MEQ looks beyond isolated campaign metrics or dashboard data to provide a broader view of marketing effectiveness across performance, execution, alignment and confidence.

MEQ is designed for CMOs, Marketing Directors, Heads of Marketing and senior commercial leaders who want a clearer view of marketing effectiveness. It is particularly useful for organisations where marketing activity is visible, but the overall picture of effectiveness is harder to explain at board or leadership level.

No. MEQ is not intended to replace existing dashboards, attribution models or reporting tools. Those tools remain important. MEQ is designed to sit alongside them as a simple effectiveness lens, helping leaders interpret what is happening and understand where marketing may be strong, stretched or misaligned.

The MEQ Score gives a headline indication of marketing effectiveness on a 0–100 scale. It is not a judgement of whether marketing is "good" or "bad". It is a structured way to identify where effectiveness appears strongest, where pressure may exist, and where further discussion may be useful.

MEQ considers marketing effectiveness across a range of inputs, including commercial return, execution quality, organisational alignment, responsiveness, governance and leadership confidence. The aim is to build a more rounded picture than any single metric can provide on its own.

No. MEQ has been designed as a simple tool. You do not need a complex data environment or a fully integrated marketing technology stack to use it. Some questions use numbers where helpful, but others are designed to capture a realistic view of how marketing operates inside the business.

The initial MEQ assessment is designed to be quick to complete. Most users should be able to complete the questions in a few minutes, provided they have a reasonable understanding of their marketing activity, budget, performance and internal operating environment.

You receive a headline MEQ Score. Users who choose the full report receive a more detailed explanation of their score, including interpretation, areas of strength, potential pressure points and suggested priorities for further review.

Yes. The report is generated from the answers provided in the assessment. It reflects the specific combination of inputs entered and provides a tailored interpretation of the resulting MEQ Score.

The full MEQ report normally costs £99. As part of the launch, the first 50 users to try MEQ will receive the full report free of charge.

No. Commercial return matters, but it is only one part of marketing effectiveness. MEQ recognises that effectiveness also depends on factors such as planning, responsiveness, stakeholder alignment, decision-making, governance and confidence in marketing's contribution.

MEQ is most valuable for organisations with an established marketing function and sufficient operational visibility to answer the assessment questions with confidence. While company size is less important, organisations typically benefit most from MEQ when marketing plays a meaningful role in commercial performance, customer acquisition, brand development or business growth. The framework has been designed to provide useful insight whether marketing is managed by a small leadership team or a larger enterprise function.

No. MEQ does not replace strategy, planning or expert judgement. It provides a structured starting point for understanding marketing effectiveness and identifying areas that may need closer attention.

Yes. MEQ can be useful for agencies, advisers and fractional marketing leaders who want a structured way to discuss marketing effectiveness with clients. It can help move conversations beyond activity, output and isolated performance metrics.

Yes. Information submitted through MEQ is used to generate your score and report. Cognatic does not publish individual results or share identifiable responses publicly.

Cognatic created MEQ because many organisations have more marketing data than ever, but still struggle to form a clear view of marketing effectiveness itself. MEQ provides a simple way to bring that picture into focus.