For most marketers, the decision to measure ROI is a no-brainer. According to a study by Black Ink, a business unit of business and marketing firm Winsper, 73% of respondents deem measuring ROI as “very important.” Despite this high figure, 29% of the senior marketing leaders surveyed admit that they do not currently measure marketing ROI.
Data seems to be the culprit behind this ROI rift, as 60% of respondents cite the lack of marketing data integration as the top hindrance, followed by 53% of respondents citing data accuracy or marketing data not translating into financial data as challenges. Data also appears to haunt those marketers who do measure ROI: 51% of those respondents cite the process of collecting marketing data as an obstacle, and 38% cite customer integration and connecting marketing metrics to financial as top hurdles marketers have to overcome. Even so, those marketers with measurement on their mind seem pleased with their results, as 44% of respondents who measure ROI are “satisfied” with their company’s capabilities.
Despite these barriers, marketers continue to see the value in tracking ROI. Eighty-two percent of respondents say that the ability to make more informed decisions is the value of measuring marketing ROI, and 79% say measuring ROI demonstrates effectiveness of marketing investments.
