In early 2016, we conducted an online survey investigating the ways today’s marketers quantify marketing signals and optimize marketing performance. The results of the Marketing Signals Survey are detailed in a report that offers insight into the channels, optimization drivers, and measurement barriers that impact marketers most, along with the potential opportunities marketers may be missing.
According to the survey results, it’s clear that many marketing campaign optimization efforts are hindered by the following:
- Incomplete visibility due to disparate systems and inadequate cross-channel performance data
- Ineffective, overly time-consuming measurement and analysis processes across campaigns, content, channels, and platforms
- Infrequent marketing signal measurement and too few marketing signals being measured within and across each individual channel
- A lag between the time signals become available and when they are fully analyzed
Underscoring the critical nature of these these challenges, 94% percent of survey respondents report that effective marketing campaign optimization depends on having timely and complete knowledge of marketing signals. Sixty-four percent of marketers plan to measure more frequently this year, and we recommend that the ultimate aim should be to measure all signals, across all channels, on a daily basis. By improving visibility, deepening insights, and reducing marketing signal lag times, leading marketers can expect to free up 15-30% of their total marketing budget, according to McKinsey & Company.
You can download the complete Marketing Signals Survey report here.