The report was based on data from a survey conducted in January 2017 of 217 marketing leaders in 19 industries.
Some 71% of respondents say attributing social and content to revenue is a top challenge in proving ROI.
Aligning KPIs with overall business goals ranks as the next biggest challenge (49% cite it as an issue), followed by attributing leads to revenue (47%), collecting the right data (45%), and determining the right KPIs to measure (42%).
Some 91% of marketers say they look at engagement metrics to evaluate the impact of their digital marketing efforts; 82% say they look at consumption metrics; 78%, at audience growth metrics; and 52%, at lead/sales metrics.
Some 46% of respondents say they report marketing results to their superiors monthly; 28% say they report weekly; 15%, quarterly; and 3%, daily.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji