BtoB

Mobium survey measures the metrics

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Chicago--A newly released survey by Mobium Creative Group found 60% of marketers surveyed measure pre-buying behaviors such as responses to Web sites and requests for information generated by specific promotions, and that 51% track inquiries all the way through purchase.

The survey, produced in conjunction with B2B Works, was conducted for the Business Marketing Association’s B-to-B Marketing Day 2003 last month. It tracked the types of metrics marketers use to measure marketing campaigns.

Fifty-one percent of respondents measure attitudinal changes such as awareness, knowledge and interest resulting from specific promotions. However, only 36% measure propensity-to-purchase attitudes tied to specific promotions; and only 35% said they measure shifts in brand awareness as a result of marketing communications.

--Kate Maddox

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