Forbes study: Many aspire to campaign metrics, others lag

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New York—Many U.S. companies are demanding more accountability from their senior marketing executives and marketing departments, but the notion is not universal, according to a new study from Forbes Insights, the strategic research practice of publishing company Forbes Media.

The study, “The Accountability Evolution: Marketers Turn to Metrics to Boost Their Strategic Value,” found that 58% of marketers with budgets less than $1 million favored metrics. However, among bigger companies with budgets larger than $1 million, 58% felt a “big idea” was more important.

Further, the report cited a general lack of accountability in campaigns. Despite 75% of respondents confirming that marketing initiatives begin with a comprehensible goal, just 56% verify there is a concrete system at the conclusion of a campaign to communicate the marketing impact.

The Forbes Insight online study was conducted in February and April among 103 senior marketing executives.

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