FC Member Blog

Measuring Marketing

BY Heath Row | 08-15-2003 | 5:27 PM

This blog is written by a member of our blogging community and expresses that member's views alone.

New York City CoF member Tracy Sheridan recently pointed out a survey from the Mobium Creative Group that analyzed how organizations measure the success of their marketing communications. Among the findings:

51% have directly linked specific marketing communications tactics to specific dollar results. 40% have justified a larger budget by proving actual dollar return on investment. 40% have justified a program by pointing to measures of attitude change or inquiry generation.

Interestingly enough, PR gets the short end of the stick, with 42% of respondents saying measuring ROI is somewhat important -- and 32% reporting that it's unimportant. Does that mean that they don't invest in PR -- or that they just don't care if it works?