The study, “The Accountability Evolution: Marketers Turn to Metrics to Boost Their Strategic Value,” found that 58% of marketers with budgets less than $1 million favored metrics. However, among bigger companies with budgets larger than $1 million, 58% felt a “big idea” was more important.
Further, the report cited a general lack of accountability in campaigns. Despite 75% of respondents confirming that marketing initiatives begin with a comprehensible goal, just 56% verify there is a concrete system at the conclusion of a campaign to communicate the marketing impact.
The Forbes Insight online study was conducted in February and April among 103 senior marketing executives.