ANA study finds marketers have difficulty turning metrics into action

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New York—Marketers report substantial improvement in measuring ROI, but have difficulty turning metrics into action, according to a report by the Association of National Advertisers released Monday.

The report, which was based on a survey of 101 senior-level marketers in April, was conducted in association with Marketing Management Analytics of Wilton, Conn.

It found that 32% of marketers are satisfied with their ability to measure and act on ROI to improve business results, up from 19% in 2005.

However, 20% of marketers said they can measure ROI, but cannot act on it.

Also, 36% of respondents said their marketing accountability efforts include the finance division and/or a cross-functional team.

—Kate Maddox

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