TechBriefs: Survey finds business goal/measurement gap

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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; and 48% said their CEO believes their organization's ability to measure marketing performance was only marginally effective.
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