Metrics and Measurement Issues


	Metrics and Measurement Issues

fuordigital

7-29-2008 5:24 PM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/5e6e12a9-d8e4-4c46-b54c-1baf7a74c76b/48C2FF4B-7D9C-48CE-A6F0-F893B8CE8717/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.ovrdrv.com/stats/labels/Social%20Media.asp" href="http://www.ovrdrv.com/stats/labels/Social%20Media.asp" style="font-size: 11px;">www.ovrdrv.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.ovrdrv.com/stats/labels/Social%20Media.asp"><H1><A href="http://www.ovrdrv.com/stats/2008/02/interactive-marketers-unsure-of.asp">Tracking Capabilities in Question by Many Interactive Marketers</A></H1>
<DIV></DIV><DIV>According to an interactive marketing survey by Sapient, senior-level marketing respondents do not feel very confident that their organization can track campaigns across multiple channels in real-time. The following table illustrates the responses:</DIV><BR /><P><A href="http://www.ovrdrv.com/stats/uploaded_images/UnsureTracking1-770095.jpg"><IMG border="0" src="http://www.ovrdrv.com/stats/uploaded_images/UnsureTracking1-770092.jpg" alt="" /></A><BR />The least confidence of all was cited for the social networking channel. This channel, however, has the highest anticipated increase in marketing analytics spend for 2008 according to the survey. </P><P><DIV>The two channels in which marketers place the most confidence in their tracking ability, according to the survey, are <A href="http://www.ovrdrv.com/services/email-marketing.asp">email </A>and <A href="http://www.ovrdrv.com/services/paid-search-management.asp">search</A>. 38% of respondents said <A href="http://www.ovrdrv.com/services/paid-search-management.asp">search </A>resulted in the highest ROI to their organizations. 28% of marketers plan to increase search spending in 2008.</DIV><BR /><DIV>The biggest hurdle to measurement and accuracy, according to respondents, is the difficulty to compare metrics across channels.</DIV></P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/48C2FF4B-7D9C-48CE-A6F0-F893B8CE8717/blog/" title="blog or email this clip"><img src="http://content8.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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