According to the results of the 2010 Omniture Online Analytics Benchmark Survey, the majority of marketers value the importance of measuring ROI from online marketing activities but 55% can’t effectively measure it. The survey results also reveal that only 14% of respondents currently use all three emerging channels (mobile, social media, video) in their marketing efforts.
I was surprised by these numbers! I expected that more marketers would be using emerging channels and would have systems in place for measuring results. Take a look at the highlights below or click here for more survey results. What's your reaction to this?
80% of respondents believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.
69% of respondents are using social media in their marketing efforts however, 41% lack a mechanism to measure social media conversion.
23% of respondents are currently using mobile in their marketing efforts. Of these people:
- 73% can measure if website visitors are coming from a mobile device
- 30% are able to measure their mobile app conversions
43% of respondents are using online video in their marketing efforts. Of these people:
- 59% feel that post-video conversion is one of the most important video metrics, yet 70% are unable to measure post-video conversion.
- 40% are using online video lack a mechanism to measure video starts.
86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it.
Results of the survey included here are as of May 7, 2010.