This survey of senior marketers found that while most see measuring marketing ROI as important, nearly 30% do not measure it. The biggest challenges are collecting accurate marketing data and integrating data from multiple sources. Technology is critical to overcoming these challenges. The top metrics for measuring marketing ROI are revenue from investments, market share growth, and incremental revenue growth from existing customers. Most marketers still use basic reporting methods like presentations and spreadsheets rather than automated tools. Only 16% approve budgets based on actual performance, with most using arbitrary metrics. Marketers need to improve data collection and integration to demonstrate marketing's financial impact through ROI measures.

1. MARKETING ROI SURVEY
REPORT
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2. EXECUTIVE SUMMARY

3. Executive
SummaryMany marketers would argue that they have always delivered results and offer
up metrics like brand awareness, impressions, page views, click-throughs, and
downloads. And while that may well be true, when pressed, few can actually
provide a definitive, quantifiable answer to the question, “What is marketing’s
financial impact on the business? What is the ROI of our marketing efforts?”
Marketers that express the highest satisfaction with their ability to measure
and report on marketing ROI approach the task differently than their
counterparts: they are more technologically enabled in their reporting,
experience fewer data challenges, and integrate with their counterparts in
other departments. There also appears to be some lack of consistency as to
what the definition of marketing ROI actually is.
Technology — and the ability to leverage it effectively — is a critical factor in
the marketing organization’s perceptions of its effectiveness or lack thereof.
Specifically, possessing accurate data and then being able to effectively
integrate disparate data from multiple sources is the defining capability and
difference between those who can and those who can’t report the return on
investment in marketing.

4. About the research
Winsper conducted an online survey of senior
marketing leadership (director and above) randomly
recruited from large, global enterprises (1,000+
employees and $1B+ in revenues) in both business-to-
business and business-to-consumer industries. Eighty-
five respondents from industries ranging from financial
services, pharmaceuticals, and CPG, to enterprise
technology, medical devices, and transportation
completed the survey.

6. Importance of measuring marketing ROI
Not surprisingly, our respondents indicate that measuring
marketing’s ROI (ROI) is important. In fact, no respondent
indicated that measuring marketing ROI is Unimportant or
Of Little Importance, with 100 percent assigning
marketing ROI at least some level of importance and
fully 73 percent saying it is Very Important.
While virtually all respondents indicated that measuring
marketing’s ROI was important to their organization, nearly
30 percent did not measure it.

7. Importance of measuring marketing ROI
Not surprisingly, our respondents indicate that measuring
marketing’s ROI (ROI) is important. In fact, no respondent
indicated that measuring marketing ROI is Unimportant or Of
Little Importance, with 100 percent assigning marketing
ROI at least some level of importance and fully 73 percent
saying it is Very Important.
While virtually all respondents indicated that
measuring marketing’s ROI was important to their
organization, nearly 30 percent did not measure
it.

8. Measurement and reporting challenges
There are multiple reasons preventing organizations from measuring and
reporting on marketing’s ROI. Challenges relating to marketing data
present the greatest difficulty. And, somewhat surprisingly, challenges
relating to things like company culture, politics, and organizational
structure represent less of an impediment.
With regards to the latter, we hypothesize that this is
further proof of the broader importance of
understanding marketing’s impact on the business and
the increased expectations placed upon the marketing
organization to be able to measure and report on its
activities and the associated benefits.

9. Satisfaction on ability to measure ROI
Of the majority of organizations that do measure marketing’s
ROI, most express some level of satisfaction, with no
respondent selecting Extremely Dissatisfied and only 18 percent
choosing Dissatisfied.
However, only 5 percent chose Extremely Satisfied, with the
majority of respondents selecting Satisfied (44 percent) to
Moderately Satisfied (33 percent).
We believe part of the reason so few respondents were
Extremely Satisfied with their ability to measure marketing’s
ROI is due to the difficulties they face in trying to establish it.
The majority of the challenges are all data related:
collection, integration, and accuracy.

10. Marketing ROI measurement challenges
It is worth noting that the single greatest challenge is the process of
collecting marketing data. A possible reason for this is that marketing is one
of the last departments to embrace technology, automation, and the level of
quantifiable performance metrics that many other areas of the enterprise utilize
on a regular basis.
The challenges preventing an organization from measuring marketing’s ROI are
primarily related to marketing data
The challenges for organizations currently measuring marketing’s ROI extend
across multiple departments and data silos.
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The inference is that marketers don’t know what they
don’t know: marketing data is challenging enough on its
own, but the actual ROI exercise requires data from
multiple other sources, each with its own set of
challenges and difficulties

11. Most important measures of marketing ROI
The three most important criteria for measuring marketing
ROI are business metrics.
Revenue attained by investment made
Market share growth/capture
Incremental revenue growth within customer base
Reflecting the continuing evolution and increasing
expectations of the marketing organization, department and
individual contributors’ focus on measures like brand
awareness and preference, reach and frequency, impressions,
etc., have been supplanted by quantifiable financial
measures

12. Value of measuring marketing ROI
The ability to make more informed decisions is the primary
value of measuring marketing ROI, selected by 82 percent of
respondents. Demonstrates effectiveness of investment
follows closely behind, chosen by 79 percent.
It is worth noting that respondents placed less value on those
items that were less marketing-centric and involved cross-
departmental interactions and/or necessi-tated a broader view
beyond just the marketing organization.
We believe this is likely due to the challenges related to
accessing, collecting, and integrating data that is non-
marketing related.

13. Communicating marketing ROI
There are a number of reporting mechanisms utilized by
respondents when it comes to reporting on marketing ROI.
Presentations and spreadsheets are still the most used
formats, used by 38 percent and 36 percent respectively. These
approaches are likely much more labor-intensive than
communicating via reporting tools, dashboards, and
applications.
It is likely that these more technology-enabled and
automated mechanisms will see growth moving forward,
along with additional technology enhancements for mobile
access, real-time reporting, etc.

14. Marketing budget approval criteria
Only 16 percent of respondents approve
marketing budgets based on actual
performance.
And with nearly 70 percent using metrics that
are not performance based but are more
arbitrary in nature, marketers will find themselves
struggling to justify their budgets, much less prove
their financial impact on the business.

15. Conclusion
Expectations for the marketing organization are on the rise and there is a
fundamental shift from marketing tactically driven performance metrics to
financial, quantitative metrics to measure marketing’s ROI. The good news is
that the marketing organization understands the new landscape and the
importance of moving in this direction. But while the importance of measuring
marketing’s ROI is obvious:
Marketers are challenged to do it
30 percent of respondents are not measuring marketing ROI
Most efforts around measuring marketing’s ROI are not viewed as highly
successful
Most marketers are not using ROI to inform their planning and budgeting
Not surprisingly, the marketers most satisfied with their ability to report on
marketing ROI:
Use marketing ROI for planning and budgeting exercises
Are better able to address the associated data challenges, across all sources
Utilize less labor-intensive reporting
Better integrate with their peers and colleagues in other departments
To survive and thrive, the marketing organization and marketers need to be able
to deliver proof, not conjecture; marketing ROI is that proof.

16. Thank you
Prepare students
Atheer ahmed abed
AND
Qaed khalid