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Why are Marketers having trouble measuring ROI?!

This chart and article floors me. “Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities, according to a recent study.”

Why? In this day and age of big data and analytics, why are CMOs having difficulty measuring the impact of their marketing activities?

  1. If you know the amount of money you are earning from your sales, minus your costs and overheads…
  2. And you are using Google Analytics or another tracking tool…
  3. And all of your URLs are being properly tagged and tracked…

Then there is no good reason on this earth why you shouldn’t be able to measure the ROI of your marketing activities. Google even has a free attribution tool that can help you determine if some activities are aiding others. The questions should no longer be surrounding “Can I measure?” But “How can I focus my measurement into actionable optimizations that will bring the quickest results?

– Renee Kennedy




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