Employing social media analytics is a top priority for marketers this year, according to the Adobe 2012 Digital Marketing Optimization Survey released today. Attribution modeling, in contrast, is low on most marketers’ priority lists. The report, which highlights survey results and expert insights from ClickZ contributors, emphasizes that marketers should shift money from customer acquisition to marketing optimization to save money or generate new revenue. Of the marketers responding to the survey, eight in 10 said they allocate 15 percent or less of their marketing budget to on-site optimization.
When asked to identify the top five optimization strategies they intend to employ this year, marketers cited website analytics and social media analytics. Ranked at the bottom of the list: attribution modeling, automated recommendations, and on-site search.