The latest study from the Association of National Advertisers Accountability Study: Marketing, Finance Not on Same Metrics Page contains some fascinating data, but it all points to one thing. Marketers are still pretty clueless when it comes to measurement. 42% of respondents said they were dissatisfied with ROI measurement. Here are the most frequently cited metrics by respondents:
- Changes in brand awareness (81 percent)
- Changes in market share (79 percent)
- Changes in consumer attitude toward the brand (73 percent)
- Changes in purchase intent (59 percent)
- Return on objective (36 percent)
- Lifetime customer value (23 percent)
- Changes in the financial value of brand equity (20 percent).
All of which seem like perfectly valid measures, but where is the disconnect? 70 percent of respondents said "return on objective" was an important measure, only 36 percent were using that as a tool for measurement.