Survey reveals marketing measurement challenges
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The Chartered Institute of Marketing product story
Edited by the Marketingweek Marketplace editorial team
Mar 3, 2010
The Chartered Institute of Marketing (CIM) has released the results of a benchmark survey that explored the challenges of marketing measurement and accountability facing companies.
The CIM joined forces with Deloitte for the research, which is still live, but initial findings have already revealed several underlying challenges for the marketing industry.
According to the benchmark survey, less than 10 per cent of organisations 'always' set clear key performance indicators for marketing initiatives.
In addition, 19 per cent of companies stated that they never established clear accountability for strategic marketing initiatives, and 56 per cent of companies rate their capability to measure marketing as 'non-existent' or 'basic'.
The survey aims to identify how organisations can build stronger marketing measurement capabilities.
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