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.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.