Marketers are still struggling to measure return on investment (ROI), according to a November 2014 study by Webmarketing123, which found that 33% of US business-to-business (B2B) and business-to-consumer (B2C) marketing professionals still didn’t know which channel made the biggest impact on revenues.
Marketers were taking steps to improve ROI measurement, with 9% saying they had invested in revenue reporting. However, nearly 40% still didn’t have an attribution model at all. And while multichannel was the most popular method used to measure ROI, cited by 21%, simpler systems such as last touch and first and last touch weren’t far behind. Just 9% reported using more advanced, custom models. Read the rest at eMarketer.