Marketing ROI study shows slight improvement in measurement

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Los Angeles—Companies are slightly more satisfied with their ability to measure marketing ROI, according to the “2006 Marketing ROI and Measurement Trend Study” by MarketingProfs and the Lenskold Group.

The study was based on a survey of more than 800 marketing executives worldwide.

It found that companies that describe their ability to measure financial returns from marketing as either “as good as it needs to be” or “a real source of leadership” jumped from 8% in 2005 to 16% in 2006.

Also, companies indicating their ability to measure financial return on marketing as “a long way from where it could be” dropped from 53% in 2005 to 42% in 2006.

The study also found that 74% of those companies measuring financial returns said profits can increase by more than 10% with better measurements to capture marketing’s contribution to sales.

—Kate Maddox

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