According to an interactive marketing survey by Sapient, senior-level marketing respondents do not feel very confident that their organization can track campaigns across multiple channels in real-time. The following table illustrates the responses:
The least confidence of all was cited for the social networking channel. This channel, however, has the highest anticipated increase in marketing analytics spend for 2008 according to the survey.
The two channels in which marketers place the most confidence in their tracking ability, according to the survey, are email and search. 38% of respondents said search resulted in the highest ROI to their organizations. 28% of marketers plan to increase search spending in 2008.
The biggest hurdle to measurement and accuracy, according to respondents, is the difficulty to compare metrics across channels.
Sapient Chief Creative Officer, Gaston Legorburu, concludes “In 2008, marketers will seek the ability to seamlessly incorporate social networking with their other channels, including search and email, and the capability to monitor and measure performance to ensure they are achieving optimum results.”
Source: Sapient, January 2008
