Study: Marketer tools fall short for campaign optimization

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Sunnyvale, Calif.—Marketers striving for better campaign optimization say the current tools they are using, in particular those analyzing search and display advertising, are not effective.

Only 5% of 152 marketers polled online in October said they were very satisfied with their existing tools for managing display and search advertising campaigns together, according to the study, ”A Case for a Dedicated Online Ad Management Program,” sponsored by search engine marketing technology company Efficient Frontier and conducted by Forrester Consulting.

According to the study, marketers are falling back on rudimentary tools. Fifty-nine percent use spreadsheets to manage their display and paid search programs.

The biggest barrier to integration of search and display ad analysis, according to 43% of marketers responding to the study, is the difficulty in properly measuring the two together. Other challenges include insufficient staff (36%) and limited budget (34%).

Among desired technologies, 57% of marketers said predictive analytics would be their most valued ad management capability, if it were available to them. Other capabilities cited as most desirable were customer insight (45%); cross-channel analysis across both search and display (43%); and access to demographic and user behavior data (41%).

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