Survey finds gap between business goals, marketing measurement

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Austin, Texas—Marketing measurement continues to be a top priority at organizations, but a majority of marketers surveyed said their measurement efforts fall short, according to a survey by marketing consultancy VisionEdge Marketing.

The survey of 136 marketing executives was conducted online in January and February. Fifty-eight percent of the respondents said measuring marketing performance was a top priority at their company, but 64% said they had no marketing performance training or budget.

Also, 63% said increasing share in existing markets was a top priority, but only 37% had regularly reported performance indicators for share.

More than 80% of respondents gave a six or less (on a 10-point scale) in terms of their level of satisfaction with their ability to track marketing performance.

Only 17% indicated that their CEO believes marketing efforts are effective and the contributions are measured; 53% said their CEO believes marketing programs are effective but the contributions are not measured; 28% indicated their CEO is not sure what the impact of marketing is and the results are not measured; and 2% said their CEO does not believe marketing programs make a difference to the organization.

—Kate Maddox

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