Marketers Express Lack of Confidence in Their Own Metrics

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.

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