Top 5 Most Important Factors for Measuring Campaign Success
May 25, 2017 | Contributed by: Joe Morsello
The fragmented nature of digital media has created lots of complexity when it comes to media planning and measurement. Even as new attribution solutions seek to make it easier to determine “what’s working,” measuring campaign success remains a challenge for most marketers.
According to a new study, marketers say the top five most important insights needed to measure marketing performance are content performance (65%), social media analytics (60%), channel performance (55%), audience segmentation (46%) and cross-channel attribution (45%).
While machine learning and AI may simplify measurement and attribution in the near future, today marketers use an average of seven different tools to measure success. Trying to make sense of these many tools and sources is the current reality. However, the vast majority (69%) of marketers surveyed said current tools and methods are only “somewhat effective.”