52% of marketers said their top lead gen strategy for the next year was to meet or exceed quantifiable return on investment goals.
Search engine marketing, company websites, email and online ads via third-party websites are the tactics most likely to be measured.
Marketers tend to be comfortable using established metrics for word-of-mouth (W-O-M) and social media measurement, with most currently using click-throughs (93%), daily or monthly active users (83%), and Facebook likes (82%).
61.3% of marketers said they were somewhat satisfied with the data and analytic tracking they received from Facebook.
While 26% of ad agencies said measuring views was the most important measurement of a video ad campaign, 23% named brand lift and 22% said sales impact.
Socialbakers believe the best way to compare social performance is to analyze Engagement Rates, as they argue in this infographic about the engagement metric.
Tim Marklein of W2O Group and Katie Paine of KDPaine & Partners presented an update at the 4th Annual AMEC European Measurement Summit recently.
About 3 in 4 CEOs globally say they want marketers to become fully focused on ROI, per results from a Fournaise Marketing Group survey released in July 2012.
Only 1 in 4 company marketers report engaging in any kind of attribution modeling to give them more insight into the relationship between different channels.
InventHelp created this infographic explaining how to determine the ROI of social media marketing because 73% of CEOs think marketers lack business credibility.