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AMA/Duke University study finds CMOs optimistic about revenue prospects

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Durham, N.C.—Senior marketers are sanguine about their current revenue prospects, although they are not as confident about the U.S. economy, according to a new study from the American Marketing Association and Duke University's Fugua School of Business.

The “August 2010 CMO Survey” was based on an online survey of 574 U.S. CMOs conducted in the third quarter.

It found that only 35% of CMOs feel more optimistic about the U.S. economy now than they did in the second quarter, although 64% said they are more optimistic about their own companies' current revenue prospects.

The survey also found that marketers will devote an average 18% of their total marketing budget to social media within five years, up from 6% today.

However, less than one-third of companies use conversion tracking or customer-level revenue-related analytics to evaluate the effectiveness of their social media efforts.

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