Chicago—Marketers are facing more scrutiny from CEOs about their ability to deliver data that accurately measure marketing's impact on business, according to a study by voice-based marketing company Ifbyphone.
According to the company's “2013 State of Marketing Measurement Survey,” 20% of CEOs are requesting weekly updates from marketing departments on how marketing efforts are affecting revenue. In response 32% of companies are adding marketing resources. Analytics roles are increasingly prominent: 31% of marketing departments now have a marketing technologist, and 44% have analysts and researchers on their teams, the study found.
The Ifbyphone survey was conducted online in February and March, with more than 400 respondents responsible for marketing within their companies.