In a recent survey by Omniture, marketers stated that marketing cost, order size, and conversion rate were most important in measuring marketing effectiveness. However, measuring visits, page views, and click-throughs were easier to accurately measure. Therefore, click-through continues to lead as the top metric used in measuring online marketing success.
Similar measurement problems existed in mobile, social, and video channels. Overall, 80% of respondents stated that it was important to measure ROI from online activities, but only 31% could effectively do so. Respondents indicated that having a talented staff with expertise was necessary to effectively measure marketing effectiveness. However, lack of budget is indicated as the top reason they lacked the talent they needed.
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