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Survey - Most Marketers Use 6+-plus Measurement Tools But Don’t Trust the Data

Every article about marketing attribution seems to include the famous John Wanamaker quote, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” (highlight to tweet)

For many marketers, this sentiment is as true now as when he said it years ago. In spite of a proliferation of martech, specifically around measurement and analytics, most marketers are still bogged down in spreadsheets and assumptions. Having so many ways to measure so many components can feel daunting at best and downright overwhelming at worst.

Given this environment, we wondered how marketers are honestly solving these challenges. What does marketing measurement look like on the ground, to the people running the metrics? What channels are they using? How are they measuring them? What do executives want to know, and which metrics and tools deliver those answers? What’s getting in the way of unified marketing analytics, and what are marketers doing to overcome those roadblocks?

Closest to our hearts at Conversion Logic, how are marketers using attribution? If they’re not, why not? What does the ideal attribution solution look like, and how can marketers achieve it? Attribution has evolved significantly in its relatively short time in the martech landscape, and has come to mean many different things to different people. We were curious how marketers view attribution, where it fits in their measurement landscape and why.

To answer these questions, we conducted a survey this spring with IDG Connect. Over 250 marketers responded with a candid look into their meas…

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