Few marketers would admit to having “an excellent handle” on their analytics. But don’t blame it on the marketer.
Often marketing efforts are, by nature, hard to quantify in terms of dollars, revenue or impact. They tend to result in ghosts of impressions or whiffs of perception changes — or what we like to call “brand sentiment” — more than dollar signs.
But vague sentiment isn’t going to cut it for much longer.
CEOs are increasingly demanding more tangible and quantifiable metrics. In fact, in 2014 six in 10 professionals reported rising pressure from upper management to be more data-driven, with marketers feeling a majority of the heat.
As a result of rising demand, there’s been a swift emergence of tools, technologies and “scores” in the past year designed to help marketers measure their impact.
