Survey finds 55% of marketers cannot effectively measure ROI

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San Jose, Calif.—A study by Omniture has found that 55% of marketers say they cannot effectively measure marketing ROI.

The study, “2010 Omniture Online Analytics Benchmark Survey,” was based on an online survey of more than 600 marketers conducted from January through April. It found that 69.1% of marketers are using social media in their marketing efforts, but 41.0% of those using social media do not have a way to measure social media conversion.

Also, 42.9% of marketers are using online video as part of their marketing strategy, but 70.0% of them are unable to measure post-video conversion.

The study also found that 77.3% of marketers are not currently using mobile in their marketing efforts.

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