state of marketing measurement survey 2014

How does your marketing team measure up to this year’s findings?

CEOS WANT MORE DATA MORE OFTEN

...BUT FIND THE HIGHEST POTENTIAL FOR SALES CONVERSION THROUGH

ANALOG CHANNELS

MARKETERS CONTINUE TO PRIORITIZE LEADS FROM A VARIETY OF DIGITAL

CHANNELS...

EMAIL MARKETING

SEO/PPC SOCIALMEDIA

IN-PERSONVISITS

INBOUNDCALLS

EMAILINQUIRIES

Top marketing channels being measured Top conversion marketing channels

4 in 10 marketers consider conferences, tradeshows, and events as sources of high-value leads.

SEO/ PPC

SOCIAL MEDIA

ONLINE DISPLAY & BANNER ADS

55%

69%

44%

69%

25%

51%

TV

PRINT

RADIO

9%

31%

16%

27%

6%

24%

ONLINE CHANNELS OFFLINE CHANNELS

CURRENTLY IN USE PLANNED INVESTMENTS

73%

63%

52%

46%

38%

30%

33%

30%

29%

22%

SEO/PPC TOOLS

CRM

WEB MOBILE

WEB ANALYTICS

CALL TRACKING

TOP MEASUREMENT TOOLS FOR MARKETERS

Marketing personnel resources

Measurement prioritization

Data collected due to manual systems

Automated marketing measurement tools

42%

42%

37%

33%

Integration with sales33%

Presented by

69%

63%Number of New Customers

58%Number of New Leads

21%

Increase in Sales Revenue

21%Increase in Brand Perception

11%Increase in Purchase Intent

METRICS

TOP THREE METRICS

BOTTOM THREE METRICS

MOBILE MARKETERS GENERAL MARKETERS

25%8% 27% 5%Daily Weekly Monthly Annually Don’t Know or Other

20%Quarterly

15%

60%of marketers are reporting daily, weekly or monthly metrics to CEOs.

Frequency of marketing metric reporting in 2014

The 2014 State of Marketing Measurement Survey revealed CEOs desire all marketing activities to be continuously measured and decision-making to be founded on strong statistical evidence. The line between online and offline marketing channels is blurring, and the rise of mobile is diversifying industry metrics. With all this focus on data and analytics…

75% of CEOs are significantly committed to supporting marketing teams

MARKETERS ARE FOCUSED ON CUSTOMERACQUISITION METRICS OVER BRAND

MOBILE MARKETERS MEASURE A MORE DIVERSE RANGE OF CHANNELS

WHAT CHALLENGES ARE MARKETERS FACING?

57% 55% 44% 35% 20% 11%

The most popular marketing measurements in 2014 are focused on conversions

CONVERGING METRICS FROM OFFLINE AND ONLINE CHANNELS

Tracking the customer journey across an evolving multichannel experience

With greater access to content on devices, 24% of mobile marketers are tracking content syndication compared to just 8% of general marketers.

Tracking data-rich mobile devices creates more opportunities to extract actionable insights

Larger marketing budgets are fueling investments in tools to track online and offline channels

Growth hackers remain integral to marketing measurement success

37% 48%of marketers want to collect more data across more channels

of marketers plan to invest in a mobile website or mobile ad networks this year

MARKETING MEASUREMENT2014 TRENDS OF

Increase in Awareness