The 2014 State of Marketing Measurement Survey revealed CEOs desire all marketing activities to be continuously measured and decision-making to be founded on strong statistical evidence. The line between online and offline marketing channels is blurring, and the rise of mobile is diversifying industry metrics.

1. How does your marketing team
measure up to this year’s findings?
CEOS WANT MORE DATA MORE OFTEN
...BUT FIND THE HIGHEST POTENTIAL
FOR SALES CONVERSION THROUGH
ANALOG CHANNELS
MARKETERS CONTINUE TO PRIORITIZE
LEADS FROM A VARIETY OF DIGITAL
CHANNELS...
EMAIL
MARKETING
SEO/PPC SOCIAL
MEDIA
IN-PERSON
VISITS
INBOUND
CALLS
EMAIL
INQUIRIES
Top marketing channels being measured Top conversion marketing channels
4 in 10 marketers consider conferences, tradeshows, and events as sources of high-value leads.
SEO/ PPC
SOCIAL MEDIA
ONLINE DISPLAY
& BANNER ADS
55%
69%
44%
69%
25%
51%
TV
PRINT
RADIO
9%
31%
16%
27%
6%
24%
ONLINE CHANNELS OFFLINE CHANNELS
CURRENTLY IN USE PLANNED INVESTMENTS
73%
63%
52%
46%
38%
30%
33%
30%
29%
22%
SEO/PPC TOOLS
CRM
WEB MOBILE
WEB ANALYTICS
CALL TRACKING
TOP MEASUREMENT TOOLS FOR MARKETERS
Marketing personnel resources
Measurement prioritization
Data collected due to manual systems
Automated marketing measurement tools
42%
42%
37%
33%
Integration with sales33%
Presented by
69%
63%Number of New Customers
58%Number of New Leads
21%
Increase in Sales Revenue
21%Increase in Brand Perception
11%Increase in Purchase Intent
METRICS
TOP THREE METRICS
BOTTOM THREE METRICS
MOBILE MARKETERS GENERAL MARKETERS
25%8% 27% 5%
Daily Weekly Monthly Annually Don’t Know or Other
20%
Quarterly
15%
60%of marketers are reporting
daily, weekly or monthly
metrics to CEOs.
Frequency of marketing metric reporting in 2014
The 2014 State of Marketing Measurement
Survey revealed CEOs desire all marketing
activities to be continuously measured and
decision-making to be founded on strong
statistical evidence. The line between online and
offline marketing channels is blurring, and the
rise of mobile is diversifying industry metrics.
With all this focus on data and analytics…
75%
of CEOs are
significantly committed
to supporting marketing
teams
MARKETERS ARE FOCUSED ON CUSTOMER
ACQUISITION METRICS OVER BRAND
MOBILE MARKETERS MEASURE A MORE
DIVERSE RANGE OF CHANNELS
WHAT CHALLENGES ARE MARKETERS FACING?
57% 55% 44% 35% 20% 11%
The most popular marketing measurements in 2014 are focused on conversions
CONVERGING METRICS FROM OFFLINE
AND ONLINE CHANNELS
Tracking the customer journey across an evolving multichannel experience
With greater access to content on devices, 24% of mobile marketers
are tracking content syndication compared to just 8% of general
marketers.
Tracking data-rich mobile devices creates more opportunities to extract actionable insights
Larger marketing budgets are fueling investments in tools to track online and offline channels
Growth hackers remain integral to marketing measurement success
37% 48%
of marketers want to
collect more data
across more channels
of marketers plan to invest in a
mobile website or mobile ad
networks this year
MARKETING MEASUREMENT
2014 TRENDS OF
Increase in Awareness