Measuring The Business Impact Of Marketing Spending, February 2014 [CHART]
There’s been plenty of discussion of late concerning marketing ROI – or at least marketing’s ability to prove it – and new survey results from the latest edition of The CMO Survey indicate that not much has changed in the past half-year or so. According to the Duke Fuqua School of Business study, only 35.7% of CMOs feel that they can prove the short-term impact of marketing spend quantitatively. Even fewer (28.6%) can prove the long-term impact on a quantitative basis.
Those figures are roughly the same as in the prior edition of The CMO Survey, released in August 2013, in which 36% felt able to prove the short-term impact and 32% the long-term impact. Read the rest at MarketingCharts.