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.
About the research: The report was based on data from a survey conducted in January 2017 of 217 marketing leaders in 19 industries.
Continue reading "The Top Hurdles to Proving Digital Marketing ROI" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Metrics & ROI:
- A Five-Point Plan for First-Party Data
- The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy
- Three Marketing Metrics to Stop Tracking—And What to Measure Instead
- How to Implement Artificial Intelligence in Marketing: Rajkumar Venkatesan on Marketing Smarts [Podcast]
- How to Use Email Metrics to Optimize Your Campaigns [Infographic]