Marketing personnel resources. Measurement prioritization. Data collected due to manual systems. Automated marketing measurement tools. 42%. 42%. 37%.
2014 TRENDS OF
MARKETING MEASUREMENT 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…
How does your marketing team measure up to this year’s findings? CEOS WANT MORE DATA MORE OFTEN Frequency of marketing metric reporting in 2014
60%
75%
of marketers are reporting daily, weekly or monthly metrics to CEOs.
Daily
Weekly
Quarterly
Monthly
Don’t Know or Other
Annually
15% 5%
27%
25%
8%
of CEOs are significantly committed to supporting marketing teams
20%
MARKETERS ARE FOCUSED ON CUSTOMER ACQUISITION METRICS OVER BRAND
The most popular marketing measurements in 2014 are focused on conversions TOP THREE METRICS Increase in Sales Revenue
69%
Number of New Customers
63%
Number of New Leads
58%
METRICS
BOTTOM THREE METRICS Increase in Awareness
21%
Increase in Brand Perception
21%
Increase in Purchase Intent
11%
CONVERGING METRICS FROM OFFLINE AND ONLINE CHANNELS
Tracking the customer journey across an evolving multichannel experience ...BUT FIND THE HIGHEST POTENTIAL FOR SALES CONVERSION THROUGH ANALOG CHANNELS
MARKETERS CONTINUE TO PRIORITIZE LEADS FROM A VARIETY OF DIGITAL CHANNELS... Top marketing channels being measured
57%
55%
EMAIL MARKETING
Top conversion marketing channels
44%
SEO/PPC
35%
SOCIAL MEDIA
20%
IN-PERSON VISITS
INBOUND CALLS
11%
EMAIL INQUIRIES
4 in 10 marketers consider conferences, tradeshows, and events as sources of high-value leads.
MOBILE MARKETERS MEASURE A MORE DIVERSE RANGE OF CHANNELS
Tracking data-rich mobile devices creates more opportunities to extract actionable insights
OFFLINE CHANNELS
ONLINE CHANNELS 55%
SEO/ PPC
TV
69% 44%
SOCIAL MEDIA
31% 16%
PRINT
69% 25%
ONLINE DISPLAY & BANNER ADS
9%
RADIO
51%
27% 6% 24%
GENERAL MARKETERS
MOBILE MARKETERS
With greater access to content on devices, 24% of mobile marketers are tracking content syndication compared to just 8% of general marketers.
TOP MEASUREMENT TOOLS FOR MARKETERS Larger marketing budgets are fueling investments in tools to track online and offline channels
CURRENTLY IN USE
PLANNED INVESTMENTS WEB ANALYTICS
73%
30%
SEO/PPC TOOLS
63%
CRM
52%
30%
WEB MOBILE
46% 38%
37%
33%
29%
CALL TRACKING
of marketers want to collect more data across more channels
48%
22%
of marketers plan to invest in a mobile website or mobile ad networks this year
WHAT CHALLENGES ARE MARKETERS FACING?
Growth hackers remain integral to marketing measurement success
