Analytics continue to be an obstacle to heavier use of online, social media and mobile marketing campaigns, a new survey by Omniture suggests.
About 80 percent of survey respondents believe the ability to measure return on investment from online marketing activities is important, but only 31 percent of marketers can effectively measure it today.
About 86 percent of respondents think the conversion rate from online marketing activities is important to measure, but 25 percent cannot effectively measure it.
Only about 30 percent of marketers using mobile channels are able to measure mobile app conversions and, overall, only 23 percent say they are "very satisfied" with their current mobile measurement capabilities. That suggests there is pent-up demand for easier to use and easier to measure mobile marketing support.
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Monday, May 17, 2010
Marketers Still Can't Measure Social Media Return on Investment
Labels:
mobile marketing,
online marketing,
social media
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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