Measurement has room for improvement

Riley, EmilyWe recently surveyed over 100 interactive marketers about their on-line measurement practices for my report "Committing to Meaningful Digital Metrics." I was intrigued to find that interactive marketers are not very confident in their ability to measure their on-line marketing. While traditional media is notoriously hard to measure, it has been around for a long time, so marketers are used to the metrics they have and essentially accept them. However, interactive marketing is still new, so while it seems very measure-able, few marketers have established reliable measurement techniques. In fact, even direct response marketers have major room for improvement. Here is how marketers rated themselves across three different types of interactive marketing measurement.

Ratings 

In other words, marketers rated themselves an average of 6.3 out of 10 in measuring direct response, a 5.3 out of 10 for branding and only a 4.5 out of 10 for social marketing. It's not too surprising that social marketing rated the worst overall, but many marketers still feel that they are nowhere near perfect when measuring even direct response.

Where would you rate your own interactive measurement abilities?

Comments

re: Measurement has room for improvement

When we have metric discussions for soc networks - terms like: behaviors, engagement, blog quality, connectedness factor, SEO, links quality, click rates and hundreds more in SN vernacular, yes, it can leave us unsure of value delivered. There is still leanings to eValuate any SN metric by a financial indicator. That assumes that "money" (profits, investing, long-term, short-term valuation, risk, growth)is the key reason for using SNing. Is it?

re: Measurement has room for improvement

If financial returns are not an applicable metric for SNs, then it would follow that any amount of money spent on SNs is justified based on favorable SN metrics (e.g. engagement, connectedness). That doesn’t fit well in the context of a profit-maximizing organization with limited resources to allocate; which I gather is the focus of Emily's research. Ultimately, in this context, SNs are a tool to retain or acquire customers. How that tool compares to others is the subject of financial analysis. For example, in a recent campaign, we paid $7.96 per acquisition using paid search and $30.42 per acquisition using a SN; we will use these cost data to drive future customer acquisition method decisions.