Armonk, N.Y.—A study of chief marketing officers by IBM Corp. reveals a gap between the importance they place on measuring ROI and their effectiveness in doing so.
The “2011 IBM Global Chief Marketing Officer Study”
was based on in-person interviews with more than 1,700 CMOs worldwide, conducted between February and June.
It found that while 63% of CMOs believe ROI on marketing will be the most important measure of their success by 2015, only 44% feel fully prepared to be held accountable for it.
Only 26% of CMOs said they are currently tracking blogs; 42% are tracking third-party reviews; and 48% are tracking consumer reviews to help shape their marketing strategies, according to the study.