Marketing measurement and attribution Survey Report From Demand Gen

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The following is the Marketing measurement and attribution Survey Report From Demand Genrecommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

Demand Gen released the “marketing measurement and attribution survey report.”. In B2B enterprises, only 1 / 8 of marketing personnel (13%) rated their company’s current ability to measure and analyze marketing performance as excellent, and about 40% of respondents thought that improvement was needed.

Here are some highlights:

Data and resources face challenges

The most frequently mentioned challenge is the inability to connect and analyze data across applications and platforms, which nearly half (47%) of respondents experience. This was followed by a lack of resources (42%), followed by the inability to measure and track activities at specific stages (37%).

For a similar percentage of respondents (36%), the challenge is not just that they can’t connect to data, but that their data is a mess.

This year, 35% of marketers reported being challenged because they couldn’t measure the impact across marketing activities and channels; three out of 10 respondents (29%) struggled with a lack of reporting.

Pay more attention to customer contact

Qualified marketing leads (MQL) were the main focus of measurement of marketers’ activities (59%), which ranked fourth (37%) in terms of sales. Nevertheless, the report highlights the growing desire of marketers to focus on customer engagement, with most marketers (55%) using closing as their preferred indicator and the most used indicator by sales teams (53%).

Most people don’t use attribution analysis

Although 53% of the respondents used manual reports, most relied on network analysis (59%) and CRM (58%). Other common areas for reporting include marketing automation (46%) and email platforms (37%).

Nearly 6 / 10 respondents (59%) did not conduct attribution analysis in their marketing measurement. However, among the remaining 41% of respondents, the most commonly used attribution was multi touch (67%).

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