Report: CEOs Push for Data-Based Marketing Plans

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Report: CEOs Push for Data-Based Marketing Plans

05/13/2014
Mobile marketers lead the industry in leveraging marketing metrics and are more successful at linking campaign results across all marketing channels to sales growth, according to the 2014 State of Marketing Measurement Survey conducted by Ifbyphone, a provider of voice-based marketing automation.

This year's results also found three-fourths of CEOs are "totally committed" or "significantly committed" to supporting their marketing teams, up from 67 percent in 2013, and are asking for marketing teams to report weekly and monthly metrics to the C-suite to meet the rising demand for marketing data in 2014.

The annual report revealed a push for more pragmatic marketing campaigns that focus on conversions and return on investment (ROI). Sixty-nine percent of marketers surveyed are tracking growth in sales revenue, 63 percent are reporting the number of new customers, and 58 percent are following the number of new leads.

"The explosion of mobile technology has blurred the line between online and offline strategies for marketing measurement," said Ifbyphone CEO Irv Shapiro. "Marketers with high marketing IQs are embracing mobile strategies without abandoning other channels, both digital and analog. By integrating multichannel measurement solutions, mobile marketers are deriving actionable insights to fuel growth strategies."

Other key findings from the 2014 State of Marketing Measurement Survey are reflected in this infographic and include:

Diversifying marketing metrics
Marketers are reporting metrics to CEOs more often and for a wider variety of channels. Because the customer journey from discovery to purchase is no longer confined to either online or offline channels, marketers are tasked with following lead activity and tracking data throughout the multichannel experience. The survey found the top mediums for sourcing new leads include:
  • Email (57 percent)
  • SEO and PPC (55 percent)
  • Social media (44 percent)
In terms of which channels demonstrated the highest potential for converting leads into sales, marketers chose analog mediums as their first and second choices:
  • In-person visits (35 percent)
  • Inbound calls (20 percent)
  • Email inquiries (11 percent)
Once the right mix of marketing data has been collected, channel information should be integrated using the latest automation and analytics tools to derive actionable insights.

Mobile sets the bar
Marketers who have already started to optimize mobile channels are demonstrating a high marketing IQ by merging multichannel data to extract a more complete picture of marketing conversions and ROI. These marketers are ahead of the game in tracking activities on more channels than the general marketer:
  • 69 percent of mobile marketers track SEO/PPC compared to 55 percent of general marketers
  • 69 percent of mobile marketers report on social media compared to 44 percent of general marketers
  • 31 percent of mobile marketers monitor TV campaigns compared to 9 percent of general marketers
  • 24 percent of mobile marketers follow radio data compared to 6 percent of general marketers
  • 51 percent of mobile marketers gather data from online display ads compared to 25 percent of general marketers
Planning ahead
Looking to the future, most marketers are planning on maintaining investment in existing marketing measurement technologies to ensure all data gathered is accurate and up-to-date to support decision-making. The top five marketing tools include:
  • Web analytics (73 percent)
  • SEO and PPC tools (63 percent)
  • CRM (52 percent)
  • Mobile or responsive website (46 percent)
  • Call tracking (38 percent)
For most marketers, the major barriers to optimal marketing measurement and reporting are a lack of skilled analytics personnel and marketing automation solutions, as well as making data collection a top priority. To overcome these obstacles, marketers are dedicating more time and resources to marketing measurement, while increasing budgets and working closely with sales and other departments.

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