More than half of all marketers admit they are merely guessing the impact their marketing has on business growth, according to a damning report by marketing technology platform Marketo and ADMA.
The report surveyed 444 marketers and found that 61% feel like they are poorly demonstrating the impact marketing has to revenue.
A third admit to not even measuring it and 13% are making no attempt to.
As a result, and not surprisingly, 15% of peers in other business functions don't view marketing as a business driver.
Too many marketers are relying on metrics such as clicks and downloads, rather than real measures of business performance, the report claims.
Chris Connell, Marketo senior director of marketing for APAC, says: “It’s amazing to me that attribution remains such a challenge for businesses. Marketers are always talking about data-driven insights and measurable outcomes – yet many marketers don’t practice what they preach.”
Because effectiveness should be the driving force being marketing, AdNews has added a new category dedicated to it at the AdNews Agency of the Year Awards. The AdNews Effectiveness Award will celebrate and reward campaigns that can demonstrate they have delivered a “a material business impact” against a stated objective, as well as a demonstration of creativity, originality and insight.
The awards are open for entries now. You can find more info about that category and all the others here.
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