As marketers continue to plug away at their initiatives, research shows that management and marketers alike want to keep tabs on how the team contributes to the business’ overall bottom line.
Ascend2 recently conducted the “Measuring Marketing Attribution Survey Summary Report” and discovered that 81 percent of marketers and managers believe it is “very important” to measure marketing attribution. However, there are still several barriers to achieving this, including applying attribution technology (43 percent), consolidating data sources (39 percent) and analyzing campaigns by channel (38 percent).
The majority of respondents (56 percent) said that their top priority for measuring marketing attribution is defining an attribution strategy. This was followed by analyzing campaigns by channel (49 percent), attributing ROI to marketing (47 percent) and aligning marketing with sales (41 percent).
In terms of analysis, email marketing (44 percent) is the easiest to analyze for respondents. Social media marketing (40 percent) and content marketing (32 percent) were further down the list of channels.
B2B Marketers and the Impact of Marketing
Previous research shows that B2B marketers, in particular, are now more focused on determining the ROI of their efforts.
Demand Gen Report conducted the “2018 Marketing Measurement and Attribution Benchmark Survey” to determine how B2B marketers are measuring their marketing tactics. The statistics showed that 87 percent believe marketing measurement and reporting continue to be a growing priority.
However, most respondents (58 percent) said that their current ability to measure and analyze marketing performance “needs improvement or worse.”
“The push for deeper metrics and reporting on marketing’s impact continues to be driven by the need for tighter alignment with sales around the shared revenue funnel,” wrote the authors of the report.