Marketers committed to ROI and measurement

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Manasquan, N.J.-While overall adoption may be slow, marketers' commitment to ROI and measurement is high, according to the fourth "annual Marketing ROI &Measurement Study" conducted by Lenskold Group, a marketing consultancy, and sponsored by Kneebone, a marketing performance management softwarecompany.

More than a third (36%) of marketers surveyed said they have improved their measurement of marketing's impact on sales, and 29% have applied measurement to improve the profitability of marketing.

Not surprisingly, companies using marketing ROI and profitability metrics to assess their marketing performance were more likely to report having somewhat or highly effective and efficient marketing (79%) compared with those companies using just nonfinancial, traditional marketing metrics (42%).

The survey was conducted in March and drew 834 respondents.

-Carol Krol

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