Feeling somewhat like their PR brethren when it comes to the trickiness of online measurement, marketers aren’t totally confident in their metrics for tracking online marketing performance. In a survey of marketing executives and managers by Coremetrics and Bloomberg BusinessWeek Research, only 38% of marketing executives and managers polled are totally confident in the metrics; 50% are somewhat confident; and 12% aren’t so confident. Other findings include:
• When asked what the keys were for marketing accountability, 45% say it’s about effectiveness; 41% say optimization; 39% say it’s about setting strategy; and 34% say execution.
• Respondents say the top challenges in online marketing are “obtaining an integrated view of customers across online marketing touch points” (45%); “understanding the influence of a marketing campaign beyond acquisition and conversion to include the influence of each interaction” (45%); and “interpreting data to make business decisions” (41%).
• 79% say their organization’s investment in technology to support online marketing efforts is excellent to good; 21% say fair to poor.
Source: Coremetrics and Bloomberg BusinessWeek Research