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ANA study finds ROI disconnect

Published on .

July 6
New York—There is a major disconnect between senior marketers’ expectations and actual results for ROI measurement, according to a new "Marketing Accountability" study by the Association of National Advertisers, Forrester Research and Marketing Management Analytics.

The study, which was based on a survey of 135 senior-level marketers, found that while 60% of respondents said measuring ROI is "very important" or "important," only about 20% reported being satisfied with their ability to do so.

Also, according to the report, 73% of respondents reported a lack of confidence in understanding the sales impact of a marketing campaign. Full results of the survey will be presented at the ANA’s Marketing Accountability Forum on July 20 in New York. More information about the forum is available at http://www.ana.net/events/training.htm.

—Kate Maddox

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