The study, "State of Marketing Measurement," surveyed more than 200 U.S. marketing professionals. The goal was to uncover current trends, limitations and expectations in measuring the effectiveness of marketing campaigns.
- Four out of five marketing executives expect measureable campaigns, yet only 29 percent can deliver
- Eighty-seven percent of CMOs 'strongly agree' or 'agree' that every campaign should be measured; more than 25 percent of marketing assistants don't think marketing measurement is important
- Eighty-two percent of marketers could not measure the ROI of public relations, while 53 percent of the group reported difficulty measuring the ROI of email marketing
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