State of marketing measurement survey 2014
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State of marketing measurement survey 2014

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The 2014 State of Marketing Measurement Survey revealed CEOs desire all marketing ...

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.

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  • 1. 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 SOCIAL MEDIA IN-PERSON VISITS INBOUND CALLS EMAIL INQUIRIES 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 CUSTOMER ACQUISITION 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 MEASUREMENT 2014 TRENDS OF Increase in Awareness