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Survey shows focus on metrics

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Austin, Texas—According to a survey of senior marketing and business executives by VisionEdge Marketing, 59% of respondents consider measuring marketing performance one of the top three priorities for their company this year.

However, despite the high level of importance placed on measuring marketing performance, only 9% of the respondents said they were somewhat satisfied with their company’s ability to set and monitor marketing metrics.

In other findings, 55% of respondents said the rate of customer acquisition was the performance indicator most commonly reported to upper management; 65% of respondents said they have plans to conduct or want to conduct an audit of their marketing metrics in 2005; and 27% said they have training budgets for improving their team’s ability to set, track and report on performance indicators for marketing.

—Kate Maddox

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