×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Forbes study: Many aspire to campaign metrics, others lag

By Published on .

Most Popular
New York—Many U.S. companies are demanding more accountability from their senior marketing executives and marketing departments, but the notion is not universal, according to a new study from Forbes Insights, the strategic research practice of publishing company Forbes Media.

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.

In this article: