You may not know the name Michael Greene, but if you're a Forrester client or you read this blog regularly then you've certainly seen his work. As a researcher on our team, Michael produces some great research -- most notably on the topics of sponsorships and video advertising. Below, Michael shares his thoughts on one of our latest research topics, sourcing video creative:
Marketers don't think they're very good at measuring social media.
When my colleague Emily Riley asked marketers to
rate their ability to measure the impact of their social media
initiatives, the average grade they gave themselves was 4.5 out of 10.
Not a great score -- especially given that accountability is one of the
key selling points of interactive marketing. So I've spent a lot of
time this year trying to understand why marketers aren't good at
measuring social media -- and how they can do better.