96% of marketing executives use ROI to assess marketing effectiveness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2021, 1:37 AM UTC

A recent study conducted by Propeller Insights for Allocadia polled over 250 marketing executives, directors, and managers.

Despite 47% of participants acknowledging they lacked the necessary expertise to assess marketing ROI, eight out of ten state they are under pressure to justify marketing ROI. Some lacked access to budgets or budgeting decisions to calculate ROI for marketing efforts.

When it comes to data, 61% of respondents are unsure of theirs, leading to data being excluded from the ROI decision-making. Over 20% of marketers have at least six months of buffer time between ROI measurements, while 42% measure ROI monthly.

96% use ROI to evaluate the efficiency of marketing campaigns. ROI has been a top priority for 65% of marketers in the last year. 43% believe that marketing leaders aren’t in sync with finance and sales for ROI.

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