Fewer than 34% of executives worldwide were confident that they were accurately measuring social media’s effect.
The top way in which marketers were using social media analytics was campaign tracking (60%).
Qn average, only 32.5% of projects use analytics, a slight improvement from the past couple of biannual studies, where usage has hovered around the 30% mark.
60% of digital video advertisers do not have access to the tools they need to measure the impact (effectiveness, not just delivery) of their campaigns.
A global survey of marketers has found that the proportion of respondents indicating that they use a sophisticated cross-channel attribution model to measure their online efforts is outweighed by the proportion who don’t track how one form of paid media affects another.
65% of brands and 70% of agencies say that existing measurement standards for online video don’t satisfy their need for audience guarantees.
Of the 56% of respondents who have measured social’s value, roughly one-third said the ROI is negative.
While 68% of marketers gather outside customer data, 53% do not append or integrate 3rd party data into customer relationship management efforts.
About 4 in 5 public relations (PR) professionals measure their PR efforts, but several roadblocks challenge their effectiveness.
80% of agencies and production companies pointed to user experience (UX) as a major (45%) or minor (35%) talent gap among clients.