Report: It’s crucial to prove digital marketing ROI, but many still struggle to measure

The majority of marketers say their metrics show if budget choices boost their bottom lines, but many say they’ll need to change those metrics and better understand the data.

Ragan Insider Content

For many digital communicators, measurement is a tough nut to crack.

It’s also an increasingly crucial element in securing a bigger digital marketing budget.

A recent Xaxis survey sought to uncover how marketers track the ROI of their digital marketing efforts against the amount of money they spend on these efforts. The majority of those surveyed (81 percent) said it’s essential for their digital campaigns to drive direct correlations to the strategic business goals they set, such as sales.

That’s probably because 80 percent said their ability to meet business objectives affects their marketing budgets.

Overall, 42 percent of marketers said the metrics they use are very effective in evaluating their campaign’s success when it comes to their strategic goals, and 44 percent say their metrics are somewhat effective.

However, the outlook shifts depending on the industry.

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