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Lenskold Group, MarketingProfs report touts ROI measurement

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Los Angeles—Companies that measure marketing ROI improve performance and are better aligned with business objectives, according to a study from Lenskold Group and MarketingProfs. The study found that 60% of companies that measure ROI expect to outgrow their competitors in the upcoming year, compared with only 48% of companies that do not measure ROI.
Also, 81% of marketers that track ROI report that their CEOs and CFOs are confident that investments in marketing are profitable, compared with only 57% of those who use no financial metrics to measure marketing.
The study also found that 55% of marketers believe profits could grow by 10% or more if measurements were in place to drive marketing decisions and capture marketing's contribution to incremental sales.
The study was based on a survey of more than 759 marketers conducted online in February.
—Kate Maddox
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