Marketers Finally Turn Toward Metrics

MediaPost, 7/28/10

One-third of U.S. companies plan to maintain or increase marketing budgets in the 2010-2011 fiscal year, and a higher percentage will set up guidelines and metrics to prove accountability, according to a study released Wednesday.

The Forbes Insights and software and analytics firm MarketShare Partners reveals marketers and agencies continue to struggle with finding the metrics to justify dollars spent on campaigns. Fifty-eight percent of companies working with budgets up to $1 million admit they will implement tools that measure return on investment (ROI) to measurable outcomes, compared with 40% for those working with higher budgets.

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