Marketers under increased measurement pressure: study

More CEOs demanding monthly numbers on ad effectiveness

The c-suite’s expectations for metrics is higher than ever, according to the latest study by ITSMA and VisionEdge.

The study (a survey of 380 American marketers called The Link Between Marketing Performance Management and Value Creation) reported 85% of its respondents said they are under increasing pressure to measure the value of marketing and its contribution to their business overall.

Those remaining mostly said expectations have stayed the same (14%). Only 1% of participating marketers said pressure to measure their efforts is decreasing.

According to ITSMA and VisionEdge, much of the demand for metrics is coming from CEOs and their leadership teams. More than half (60%) of the marketers surveyed said they are expected to report marketing metrics to their senior teams at least monthly, up 5% from last year.

Despite the demand for metrics, many marketers are still unsure of the impact their tactics are having. Just one in four (26%) of marketers surveyed said they are able to measure and report the contribution marketing makes to their business.

Meanwhile, 40% said they believe marketing made a difference but the contributions were not measured or reported.

The biggest reported challenge of measurement (40%) was implementing the formal processes needed to gather, handle, analyze and report large amounts of data. Another large challenge, according to 39% of marketers, is having access to data that is accurate and reliable.

ITSMA and VisionEdge conducted the survey in April 2014.

Brands Articles

Axe adds Canadian element to ‘Find Your Magic’ campaign

Toronto Raptors branding makes a cameo in spot's #TheNorth version

Cult CEO: Playing it safe is the riskiest move for marketers

Chris Kneeland on why risk-aversion may be limiting growth for brands

Porsche Canada shuffles its executive team

New marketing director hails from Volvo Cars Canada

On The Move: Promotions at Union and District M

A weekly update of who's headed where in Canadian marketing and communications

Sport Chek floods Toronto with 1,891 free basketballs

The stunt served as the kick-off to the retailer's new basketball-themed campaign

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Edo Japan re-signs with Brookline Public Relations

Calgary-based PR shop appointed AOR for sixth consecutive year

Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique