State of Marketing Measurement Research Report

Marketing measurement is a key means to setting, achieving, and exceeding organizational goals. However, approaches to marketing measurement, such as where marketing metrics reside, their use, sophistication in reporting ROI, and driving optimization decisions, can differ significantly from one team to the next.

This report is the result of Align BI and Demand Metric partnering to explore the current state of marketing measurement, and key differences between the sophistication and maturity of marketing measurement are seen when viewing organizations through the lens of meeting goals.

Organizations that exceeded their goals last year look quite different from those who missed them. This report will highlight the differences in three segments:

• Star Performers: 40% of the sample who exceeded their goals

• Core Players: 41% who met achieved goals

• Under Performers: 19% who missed their goals.

Doing so will reveal marketing measurement best practices that enable meeting or exceeding goals.

KEY FINDING #1

Marketing performance improves when data is consolidated.

KEY FINDING #2

Achieving a 360-degree view of the customer is imperative.

KEY FINDING #3

Data is only valuable after trust is established.

KEY FINDING #4...

This report summarizes the results of this year’s survey and shares insights from over 300 marketers. Download a copy of the report today!