How important is it to gain the benefits of aggregating and analyzing your campaign data from various channels? How would you rate your organization’s ability in this area? These are the type of questions we asked digital marketers in a survey we recently conducted with Brand Innovators.
Last week we released the results of the survey, completed by more than 250 digital marketers at leading brands across a diverse set of industries, in a report entitled, “Mastering Marketing Measurement: Why Brand Marketers Want to Accomplish More With Their Performance Data.” The report highlights that while most marketers understand the value of effectively implementing marketing performance measurement (MPM) practices, 72 percent of them characterized their organization’s efforts as average or below, uncovering a significant measurement gap. In addition, the report found that many marketers are still experiencing significant challenges when it comes to implementing MPM, the best practice of aggregating and analyzing marketing performance data across various channels (advertising, social, video, etc.).
Marketers across the board realize the value of effectively managing their MPM efforts. The majority (63 percent) of all respondents noted that the adoption of effective MPM practices would increase their focus on measuring ROI, and 62 percent thought that it would improve their organization’s desire to optimize campaigns faster.
But when asked to assess the MPM efforts of their organization by selecting one of four levels, only five percent considered their organization an “Innovator – having a long history of innovation and ahead of competitors,” and 19 percent thought their organization was a “Leader – doing a better job than average.” Meanwhile, the majority of respondents (24 percent and 48 percent respectively) considered their organization’s efforts “Basic – doing the bare minimum,” or simply “On Par – could be doing more but about average.”
The survey also found that marketers face a core set of challenges inhibiting their ability to adopt MPM. In particular, 52 percent of the respondents cited the complexity of managing the necessary infrastructure as being extremely or very inhibiting, 49 percent noted the same for integrating campaign data from different activities, and internal resource alignment was indicated by 47 percent.
Additional findings highlighted in the report include:
- The overwhelming majority, 80 percent, of respondents indicated that their organization will increase their focus on MPM in 2017.
- More than half of respondents (52 percent) use a combination of internal and external resources to manage their marketing performance campaign data, while 40 percent use only internal resources. The reliance of external resources increases with the sophistication of the organization — 38 percent of Basic organizations use a combination of internal and external resources, while 69 percent of Innovators use a combination.
- More sophisticated organizations place a higher priority on most marketing performance initiatives than less sophisticated organizations, but the disparity in priority of certain efforts is particularly striking. For example, 49 percent of Basic organizations place a priority on tracking media spend, while 100 percent of Innovators do. And, 51 percent of Basic organizations place a priority of understanding the ROI of media spend, compared to 100 percent of Innovators.
For an in-depth look at the complete survey findings, please download the free report here.
A total of 252 digital marketers at leading brands across a variety of industries completed the 2017 online survey conducted by Brand Innovators, in conjunction with Origami Logic. Of the respondents, 15 percent were senior level (SVP level or above), 58 percent were VP/ director/manager level, and 27 percent were other, with the vast majority (77 percent) focused on marketing as their key area of responsibility. Industries represented by respondents included: financial services, retail, food and beverage, technology, media and entertainment, personal and household goods, travel and leisure, healthcare, and automotive.