Austin, Texas—An overwhelming 86% of marketing executives are dissatisfied with their ability to measure and track marketing performance, according to the fifth annual marketing performance management survey by VisionEdge Marketing.
Last year, 77% of respondents said they were dissatisfied with their ability to measure and track marketing performance.
The study also found that 60% of companies do not have budgets set aside for metrics training, and many lack processes for measuring the metrics they are required to track.
For example, of the 71% of respondents who indicated market share as a primary metric, only 50% have a process to track this metric.
Of the 39% of respondents expected to grow customer value, only 9% have a process for tracking this metric.—Kate Maddox