The study found 70% of marketers surveyed said even gaining agreement on the definition of ROI is somewhat or very difficult. Sixty-six percent said marketing ROI is defined as "incremental sales revenue generated by marketing activities," while only 40% said it is defined as "number of leads generated," and 34% said it is "cost per lead generated." Almost half of marketers said ROI data are hard to obtain, more than 40% say they aren't granular enough and more than a third feel they aren't timely enough.
"Although armed with technology, analytics and data, marketers are nevertheless finding it difficult to measure their return on marketing investment in a standardized way," said Bob Liodice, president-CEO of the ANA, in a statement. "There's no consistency."