Download State of Marketing Measurement Survey Report

2014
State of Marketing
Measurement
Survey Report
1
2014 State of Marketing Measurement Survey Report
Foreword
Welcome to the Ifbyphone 2014 State of Marketing Measurement Survey report.
Since we last published our trends on the fast-evolving marketing measurement sector, CEOs are
reportedly turning to marketing more as the revenue engine of their organizations, guiding them
toward the most effective channels to drive sales growth.
One challenge that presents as a result of a more hands-on C-suite is increased demand for metrics on every aspect
of marketing campaigns. These marketing measurements must extend beyond the traditional, easily quantifiable
web-based metrics and include data from all channels.
Furthermore, the rise of mobile technology in 2014 has blurred the line between online and offline marketing to
create a much more complicated and diverse customer journey from engagement to purchase. Therefore, effective
marketers must implement metrics typically applied on the web for other channels throughout the sales cycle.
We have entered a multichannel environment where what you measure is even more important than how much
you measure. These measurements focus on conversions, as marketing teams seek to identify their spend ROI and
optimize multichannel opportunities.
What we have learned from the evolution of marketing measurements thus far is that channels do not get replaced
when new platforms arise. Rather, the marketing environment diversifies and channels intermix. The explosion of
these permutations is increasing the number of marketing and purchasing paths, while changing the definitions
of campaign tactics and best practices.
The result is an opportunity for marketers to match calls to action, content, and paths to purchase with the most
appropriate marketing channel and measure each step. Marketers who fail to embrace these changes will struggle to
keep pace with CEO measurement demands.
Irv Shapiro
CEO
Ifbyphone, Inc.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
2
2014 State of Marketing Measurement Survey Report
EXECUTIVE SUMMARY
CEOs want data-driven answers and a pragmatic approach to measurement
The 2014 State of Marketing Measurement Survey revealed CEOs desire all marketing activities to be continuously
measured and decision making to be founded on strong statistical evidence. Through consistent reporting and analysis
of marketing metrics, CEOs expect to identify which marketing channels are converting the most sales so as to implement
data-driven solutions moving forward.
Three quarters (75 percent) of respondents describe their CEO as “totally committed” or “significantly committed” to
supporting their marketing teams, up eight percent from 2013 (67 percent). The number of respondents tracking weekly
or monthly marketing metrics jumped six percent in 2014.
With this involvement comes increased demand for a more pragmatic approach to marketing campaigns, focusing on
conversion and return on investment (ROI). The most measured attributes include growth in sales revenue (69 percent),
number of new customers (63 percent), and number of new leads (58 percent). The least measured metrics include
increase in awareness (22 percent), brand perception (21 percent), and purchase intent (11 percent). To stay on pace
with the industry, marketers are adjusting their practices to deliver the right metrics to data-hungry CEOs.
The line between online and offline is blurring
Increased marketing budgets are fueling CEO expectations for
more frequent and accurate reporting on marketing data. But
marketing activities, and the way the resulting leads convert,
are no longer confined to either online or offline channels.
Marketers rank email (57 percent), Search Engine
Optimization (SEO) and Pay-Per-Click (PPC) (55 percent),
and social media (44 percent) as the top sources
of high-value leads—all digital media. This is not
surprising given the ongoing secular shift from offline
to online advertising. One might expect this to translate
into an increased desire for clicks and website visits.
However, the survey also revealed in-person visits
(35 percent) and phone calls (20 percent) were rated
with the highest potential for sales revenue conversion.
While investment in online channels is anticipated to
continue, marketers are expected in many instances to
seek an analog conversion path for their digital strategies.
To effectively track and analyze their programs, marketers
must determine the right mix of online and offline programs
and measurement tools.
“We try to focus on
engaging prospects through
our online properties, even when
the relationship starts offline.
We are moving toward adding phone
calls to the attribution modeling
mix to associate call data with
a visitor’s online session data.”
- John Babb
CEO/President, iDimension
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
3
2014 State of Marketing Measurement Survey Report
Mobile marketers demonstrate high
“marketing IQ”
Marketers with mobile-focused strategies are leading
the industry in integrating measurement solutions.
Mobile marketers track more measurements than the
general respondent population in almost every metric.
For example, while 44 percent of respondents track
the results of social media marketing, more than twothirds (69 percent) of mobile marketers measure social
media.
Marketers measuring mobile channel activity and
performance demonstrate a high marketing IQ across both
online and offline channels. These marketers understand
what metric tools work, how they integrate, and how to
translate the measurements into actionable insights to support
CEO growth strategies. As such, these marketers will make
themselves increasingly valuable to CEOs in the year ahead.
“Mobile plays a big role in
our marketing mix today and
will play an even bigger role in
the future. Currently mobile makes
up one-third of our marketing, and​​we
expect to see that share grow
to greater than 50% by end of year,
and then to as much as 75%
by the end of 2015.”
- Neil Hiltz, Co-Founder
Farm Girl Flowers
Investing in the future: the modern marketer’s technology stack
To satisfy increasingly involved leadership, marketers must align their priorities with those of the CEO to effectively
generate the desired marketing measurement results. In the past year, the proportion of marketers measuring their
marketing activities has increased across all channels. Between 2013 and 2014, focus and measurement of sales
revenue growth jumped the most with a 20 percent boost.
Today, the primary tools in the modern marketer’s toolkit are the following: web analytics (73 percent), SEO and PPC tools
(63 percent), customer relationship management (CRM) (52 percent), a mobile or responsive website (46 percent), call
tracking solutions (38 percent), and marketing automation (34 percent). Looking ahead, most marketers expect to invest
in many of the same technologies.
This set of tools is emerging as the marketing technology stack for high marketing IQ companies. Marketers who integrate
offline and online measurement tools will gain a complete picture of where a lead is sourced, nurtured, and eventually
converted into a sale across multiple channels.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
2014 State of Marketing Measurement Survey Report
4
SURVEY RESULTS
CEO buy-in of marketing increases
In 2013 we identified strong levels of CEO support for marketing programs. In 2014 respondents confirm that CEOs are
more committed than ever to marketing. Three quarters of respondents (75 percent) say their CEO is “totally committed”
or “significantly committed” to marketing, up eight percent from 2013 (67 percent).
Chart 1 – CEO support for marketing 2014 vs. 2013
40
35
38%
37%
34%
2014
2013
33%
30
25
18%
20
13%
15
10
7%
9%
5
0
Totally
Committed
Significantly
Committed
Somewhat
Committed
Little to No
Commitment
5%
5%
Don’t Know
Growth is seen in both the ‘totally committed’ and ‘significantly committed’ categories, whilst the percentage of
respondents who believe their CEO has ‘little to no’ commitment to marketing has dropped from almost one in ten (nine
percent) in 2013 to seven percent this year. A decline is also recorded in the proportion of respondents who see their
CEO as only ‘somewhat’ committed to marketing objectives.
As a result of their interest and investment in marketing outcomes, CEOs have a significant influence in marketing
decisions. This reflects an ongoing trend from the 2013 State of Marketing Measurement Survey that recorded CEOs
taking a close interest in receiving frequent marketing measurements.
In fact, as CEOs become more ingrained in marketing processes, and more committed to the role marketing data can
play in organizational decision making, they have become rapidly aware of technology advancements in marketing
automation that enhance the ability to report more marketing information more frequently.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
2014 State of Marketing Measurement Survey Report
5
CEOs demand more frequent marketing reporting
The frequency with which CEOs and leadership teams demand reporting on marketing metrics is increasing. More
respondents are reporting marketing metrics weekly or monthly compared to last year.
In 2013, one in five respondents (20 percent) said their leadership team required marketing metrics to be updated on
a weekly basis; in 2014 this has grown by five percent (25 percent).
Chart 2 – Frequency of marketing metric reporting 2014 vs. 2013
30
27%
26%
25
20
15%
10
0
5%
13%
8%
6%
Annually
Quarterly
2013
20%
18%
15
5
2014
25%
Monthly
Weekly
15%
9%
Daily
7% 7%
Don’t Know
Other
Over a quarter of respondents (27 percent) are required to provide monthly marketing measurement reports to their
CEOs and leadership teams, marginally higher than last year (26 percent).
The increase in weekly metrics comes as a result of fewer respondents whose CEO and leadership team request
longer-term marketing measurement updates. The percentage of respondents providing annual reports has dropped
one percent (from six percent in 2013 to five percent today), while 15 percent are asked to report quarterly metrics, down
three percent from 18 percent in 2013.
The percentage of respondents reporting metrics daily and monthly is essentially unchanged with a one percent variance
between 2013 and 2014.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
6
2014 State of Marketing Measurement Survey Report
Sales revenue metrics are top priority
The most popular marketing measurements in 2014 are focused on tracking marketing’s contribution to increases
in sales. Over two-thirds of respondents (69 percent) are measuring marketing programs that most contribute to the
growth in revenues.
A significant proportion of respondents (63 percent) are also reporting the number of new customers generated by
marketing activity. Almost six in ten marketers (58 percent) are measuring new sales leads, and more than half (53
percent) are tracking increases in web traffic that result from marketing campaigns.
It should be noted that there has been a significant increase in the measurement of almost ALL marketing metrics by
respondents to the 2014 State of Marketing Measurement Survey compared to last year.
Table 1 – Range of marketing metrics measured by respondents, 2014 vs. 2013
Increase in sales/revenue
Number of new customers
Number of new leads
Increase in website traffic
Conversion rate (conversion funnel)
Marketing ROI
Cost per lead
Increase in customer retention
Customer acquisition cost
Quantified increase in awareness
Quantified increase in brand perception
Quantified increase in purchase intent
2014
69%
63%
58%
53%
46%
45%
36%
31%
29%
21%
21%
11%
2013
49%
49%
43%
35%
41%
40%
38%
22%
34%
12%
10%
5%
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
7
2014 State of Marketing Measurement Survey Report
Increased demand for measurements across offline and online channels
2014 sees more marketers measuring more of their marketing activity than ever before.
There has been an almost universal increase in the proportion of marketers who are measuring marketing metrics, with
the focus on sales revenue growing fastest, at 20 percent intensification year-on-year.
Chart 3 – Percentage growth in respondents measuring marketing channels in past 12 months
20%
20
18%
15%
15
14%
11%
10
10%
9%
6%
5
5%
5%
-2%
se
se
in
in
bs
we
ue
en
rev
es/
sal
os
nc
itio
uis
cq
ra
me
sto
Cu
ad
r le
pe
st
Co
OI
gR
tin
rke
e l)
Ma
rat ne
on un
rsi on f
nve rsi
se
Co ve
ea
n
r
t
(co
inc ten
on
nti
ed in
tifi se
ete
r
r
an ha
Qu urc
me
ss
o
p
t
s
ne
in
cu
are
in
aw
se
in
rea
se
Inc
rea
inc
ed
in
tifi
ase
an
Qu
cre
n
n
i
o
ed pti
ers
tifi ce
an per
tom
Qu d
n
us
bra
wc
ne
of
er
ds
mb
lea
Nu
w
ne
of
f f ic
tra
ite
rea
rea
-5
-5%
er
mb
Nu
Inc
Inc
0
t
There has also been double-digit growth in the percentage of marketers measuring the increase in awareness (10
percent), increase in brand perception (11 percent), number of new customers (14 percent), number of new leads (15
percent), and increase in website traffic (18 percent).
In fact, only two metrics are experiencing less demand in 2014 compared to 2013: cost per lead (two percent down) and
customer acquisition costs (five percent down).
The ability of marketers to track their ROI for high-value sales channels is likely to become increasingly important as
CEOs push for sales growth and market expansion in 2014.
This environment will place a greater emphasis on the integration of marketing measurements of offline and online
channels to best track high-value sales opportunities.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
8
2014 State of Marketing Measurement Survey Report
High-value marketing channels
Respondents to the 2014 State of Marketing Measurement Survey believe high-value leads are most effectively
generated via email (57 percent), online optimization and advertising (55 percent), and social media (44 percent).
Table 2 – Marketing channels preferred for sourcing high-value leads, 2014 vs. 2013
Email marketing
Search Engine Optimization (SEO)/Pay Per Click (PPC)
Social media
Conferences, tradeshows and events
Direct mail
Online display/banner ads
Public relations
Webinars
Offline media: Print ads
Mobile ads
Offline media: TV
Content syndication
Offline media: Radio
App stores
2014
57%
55%
44%
39%
26%
25%
23%
22%
16%
11%
9%
8%
6%
3%
2013
54%
46%
37%
39%
28%
20%
28%
20%
14%
N/A
5%
9%
6%
3%
Variation
4%
9%
7%
0%
-1%
%
5%
-5%
%
2%
2%
N/A
4%
-1%
%
0%
-1%
%
Real world marketing interactions at conferences and tradeshows remain important to four in ten marketers (39 percent),
a proportion that is unchanged from 2013.
Direct mail marketing campaigns are rated highly by only 26 percent of respondents, down two percent (from 28 percent)
since 2013. Public relations sees a five percent drop in perceived value for generating high-value leads, down from
28 percent in 2013 to 23 percent today.
Marketers value online channels to generate high quality leads. SEO and PPC sees a nine percent increase in popularity,
from 46 percent in 2013 to 55 percent today. Social media receives a seven percent improvement year-on-year, while
online display/banner ads increase five percent.
There is a growing interest in mobile platforms for the purpose of generating high-value sales leads. Mobile advertising
(not tracked in 2013) is identified as a source of high-quality sales leads by more than one in ten marketing decision
makers today.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
2014 State of Marketing Measurement Survey Report
9
Mobile: leading the industry in marketing measurement adoption
The growth in mobile marketing is widely reported in the media. However, the previous section of this report noted that
only one in ten marketers are currently measuring the value of mobile ads.
The future potential for marketers to track increasing amounts of marketing data via mobile device usage is clear. Rapidly
increasing use of phones and tablet devices to send and receive emails, update social media profiles, and browse
content online reflects the many important interactions consumers have with these high-value marketing channels while
going about their busy daily lives.
Marketers who have already embraced the measurement of their mobile channel show themselves to be exceptional
practitioners of tracking metrics across a wide range of high-value channels. While 44 percent of respondents track the
results of social media marketing, more than two-thirds (69 percent) of mobile marketers measure social media. A similar
proportion of mobile marketers measure SEO and PPC marketing, compared to 55 percent of general respondents.
Chart 4 – Percentage of mobile marketers measuring other marketing channels
80
69%
70
General Respondents
69%
64%
57%
60 55%
51%
50
44%
39% 40%
40
31%
30
25%
29%
23%
20
27%
22%
27%
24% 26%
20%
24%
16%
9%
10
8%
6%
11%
3%
PC
es
tor
ps
Ap
il
ma
ect
dio
Dir
Ra
ia:
ed
em
lin
on
Off
ati
dic
syn
s
nt
ad
nte
nt
Co
Pri
ia:
ed
em
lin
Off
ars
bin
We
s
on
ati
rel
blic
Pu
TV
ia:
ed
em
ts
lin
n
e
Off
/ev
s
ces
ad
ren
er
nfe
nn
Co
/ba
lay
isp
ed
lin
On
g
tin
rke
ma
ail
Em
ia
ed
lm
cia
So
P
O/
SE
0
Mobile Marketers
In almost every marketing measurement category, with the exception of direct mail, mobile marketers report more
measurements than the general respondent population. Due to the way data-rich mobile devices are increasingly used
for digital content, some of the biggest increases in measurement by mobile marketers are in online channels such
as email, social media and SEO/PPC. Interestingly, mobile marketers are also significantly more likely to measure the
results of offline TV advertising, suggesting a strong correlation between these two marketing channels as consumers
watch TV while interacting with brands, ads, and other consumers via their mobile devices.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
10
2014 State of Marketing Measurement Survey Report
Online and offline marketing convergence
To effectively track and analyze their programs, marketers must determine the right mix of online and offline programs
and measurement tools. While investment in online channels is expected to continue, marketers are often seeking an
analog conversion path for their digital strategies.
In-person visits are rated the most valuable channel for converting leads into sales revenue by more than a third of
marketers (35 percent), while inbound phone calls are favored by one in five (20 percent).
Chart 5 – Most valuable marketing channels with highest potential for sales revenue conversion
50
40
2014
41%
2013
35%
30
20% 21%
11%
10
11%
8%
6%
6%
3%
5%
9%
9%
4%
7%
3% 4%
ile
ob
m
to
its
vis
ing
ag
ess
tm
tan ts
Ins ues
e
req
nc
da
en
att
ar
bin
We
s
s/ load
orm wn
b f do
We ort
rep
ia
ed t
l m en
cia m
So gage
ite
en
bs
we
its
Vis
ies
uir
inq
ail
Em
site
eb
s/w
alls
ec
on
ph
lick
nd
s
isit
nv
rso
ou
Cc
PP
Inb
pe
In-
0
7%
N/A
20
In the table below, in-person visits received an average score of 7 out of 9, and inbound phone calls were rated 6.7
out of 9, for their propensity to generate high-value revenue. Both channels have grown in importance during the past
year. The value of email inquiries as a channel for high-value sales revenue is also growing, while webinars and instant
messaging are less valuable in 2014 compared to 2013.
Table 3 – Average rating (out of 9): marketing channel ability to generate high-value revenue 2014 vs. 2013
In-person visits
Inbound phone calls
Email inquiries
PPC clicks/website visits
Web forms/report downloads
Visits to mobile website
Social media engagement
Webinar attendance
Instant messaging
2014
7
6.7
6.3
5.4
5.1
4.8
4.8
4.1
3.5
2013
6.5
6.6
5.5
5.2
5.2
N/A
4.5
4.7
4.6
Variation
0.5
0.1
0.8
0.2
-0.1
N/A
0.3
-0.6
-1.1
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
11
2014 State of Marketing Measurement Survey Report
The technology factor
The use of innovative marketing measurement technologies represents an opportunity for marketers to satisfy
CEO demands for more frequent measurement and reporting of integrated offline sales revenue conversion channels.
Web analytic technologies are currently in use by almost three quarters (73 percent) of marketers while almost
two-thirds (63 percent) use SEO and PPC measurement tools.
Chart 6 – 2014 top five marketing measurement technologies currently in use
2014
73% 73%
70
60
52% 51%
50
46%
38%
40
42%
33%
26% 27% 27%
30
22%
17% 16% 16%
N/A
N/A
10
N/A
20
16% 15%
14%
11%
11%
4%
n
tio
ma
sed uto
-ba g a
ls
ice tin
too
Vo rke
tric
ma
me
ral
vio
on
ha
ati
Be
tom
au
low
rkf
Wo
rks
two
ne
ad
bile
Mo
nt
me
ge
na
ma
Bid
n/
tio nt
liza te
na con
r s o ic
ce
Pe nam
en
dy
ess
sin
Bu
n
tio
ma
to
au
g
elli
int
g
tin
rke
Ma
g
kin
rac
ls
oo
Ct
PP
bile
mo
ll t
Ca
M
b
We
CR
nd
s
tic
aly
an
Oa
SE
b
We
0
2013
63%
N/A
80
Just under half of marketers (46 percent) are currently using mobile web measurement tools to report on marketing
channels accessed via a mobile device.
CRM solutions that can track and provide CEOs with frequent reporting on in-person sales conversions are currently
used by just over half (52 percent) of marketers, while call tracking technologies that can measure the value of inbound
phone call inquiries are deployed by 38 percent of respondents.
(855) 324-9376 | www.ifbyphone.com
twitter.com/Ifbyphone
| Ifbyphone.com/blog | Ifbyphone.com/blog
(855) 324-9376 || www.ifbyphone.com
| twitter.com/Ifbyphone
12
2014 State of Marketing Measurement Survey Report
Future marketing measurement investment
Forty-five percent of marketers saw a budget increase last year and invested heavily in web marketing measurement
technology to generate (and track) sales leads. In the year ahead a more balanced investment approach is expected,
combining the adoption of offline, human interaction, measurement technology for sales conversion alongside further
investment in online lead generation tracking tools.
A third of marketers (33 percent) plan to invest in SEO and PPC measurement technologies in 2014; 30 percent will
increase their commitment to web analytics and mobile website measurement.
Chart 7 – Planned investment in marketing measurement technologies
35
33%
2014
30%
30
30%
29%
25
22%
20%
19%
20
21%
19%
19%
16%
16%
14%
15
2013
14%
9%
10
10%
11%
10%
9%
9%
N/A
N/A
N/A
6%
ral
tric
me
ite
t io
ma
sed uto
-ba g a
ice tin
nt
Vo ke
r
me
ma
ge
na
ma
vio
ha
Bid
Be
n
ls
too
g
kin
rac
ll t
on
Ca
ati
tom
au
low
e
rkf
nc
Wo
ge
elli
int
ess
sin
Bu
rks
two
ne
ad
bile
Mo
n/
tio t
n
liza te
na con
n
rso ic
tio
Pe am
ma
dyn
uto
ga
tin
rke
Ma
bs
we
s
tic
ls
oo
Ct
PP
aly
an
nd
bile
Mo
M
b
We
CR
Oa
SE
0
N/A
6%
5
Marketing measurement technologies that track and report the value of human interactions, and offline channels that
drive sales revenue, will receive additional investment in 2014.
Almost one-third of marketers (30 percent) will invest in CRM solutions that can track in-person interactions. More than
one in six marketers (16 percent) will invest in call tracking; 14 percent plan to be using behavioral metric tools by the
end of the year, 10 percent will invest in bid management, and six percent in voice-based marketing automation.
Across a range of marketing measurement tools investment is planned to enable marketers to deliver integrated marketing
measurement solutions that can report BOTH online lead generation and offline sales revenue in a timely fashion.
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
13
2014 State of Marketing Measurement Survey Report
Lack of skilled people, not technology, dominate marketers’ concerns
In 2013 our research evidenced the importance of growth hackers, marketers who are integral in driving the adoption
and deployment of measurement technologies. Despite the increasing role that growth hackers now have, 42 percent of
respondents still lack marketing personnel who can deliver the measurement objectives of the CEO.
Table 4 – Challenges that impacted respondents’ ability to effectively measure marketing
Lack of marketing personnel resources
Lack of measurement prioritization
Lack of data collected due to manual systems
Lack of automated marketing measurement tools
Lack of integration with sales
Lacking viable process for measuring and reporting
Lack of call tracking data
2014
42%
42%
37%
33%
33%
31%
24%
2013
35%
40%
38%
33%
32%
33%
26%
Variation
7%
2%
-1%
%
0%
1%
-2
2%
-2%
%
Advancements in marketing measurement technology in recent years have resulted in fewer respondents identifying the
lack of automated marketing measurement tools as a challenge in meeting their measurement objectives. Of greater
concern to marketers is a lack of prioritization given to the measurement process amongst all the other critical tasks that
a busy marketing team faces each day.
When asked what they would need to be more successful in measuring marketing ROI during the year ahead, more
marketing automation tools is one of the least pressing (34 percent), and has fallen six percent from 2013. Of a higher
priority is the need for more budget (39 percent) and better alignment of marketing with sales (37 percent).
Table 5 – What respondents need in order to be more successful in measuring marketing ROI in 2014
More attention to the measurement process
More budget
Better alignment with sales
More measurement data
More trained marketing personnel
More marketing automation tools
More executive-level involvement
2014
42%
39%
37%
37%
36%
34%
17%
2013
48%
32%
33%
34%
38%
40%
16%
Variation
-6%
%
7%
4%
3%
-2%
%
-6%
%
2%
It is clear that marketing professionals are being driven harder to measure, analyze, and report on marketing data.
With marketing budgets increasing, CEOs feel justified in seeking more effective reporting on a more frequent basis.
(855) 324-9376 | www.ifbyphone.com
twitter.com/Ifbyphone
| Ifbyphone.com/blog | Ifbyphone.com/blog
(855) 324-9376 || www.ifbyphone.com
| twitter.com/Ifbyphone
14
2014 State of Marketing Measurement Survey Report
ABOUT THE RESPONDENTS
The response rate to the 2014 State of Marketing Measurement Survey saw a significant 24 percent increase this year.
Total responses were 551, compared to 418 in 2013.
The seniority of the respondent community remains high in 2014. More than one in five respondents are president/
owner of their organization, and another 35 percent hold a marketing management position.
The respondents hold positions of responsibility in organizations that range from less than $1M to over $1B in revenue.
Chart 8 – Senior marketing respondents
Chart 9 – Size of organization: $ revenue
President/Owner
Marketing Manager
21%
30%
18%
4%
4%
32%
7%
Marketing Vice President
$50M-$1B
13%
32%
Other
$5M-$20M
$20M-$50M
8%
8%Officer
Chief Marketing
17%
6%
$1M-$5M
7%
4%
CEO
11%
4%
Marketing Director
< $1M
25%
$1B <
No response
13%
Agencies, technology firms and consulting organizations represent just over half the respondent community, with
healthcare and financial groups making the top five sectors.
25%
Chart 10 – Top industry sector of respondents
Agency
Software & Technology
29%
38%
Consulting Services
Health Care
11%
5%
6%
11%
Financial/Insurance Services
Other
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog
About Ifbyphone
Ifbyphone provides the leading voice-based marketing
automation (VBMA) platform that businesses and
marketing agencies rely on to connect, measure, and
optimize sales calls. Built specifically for marketing and
sales, Ifbyphone’s cloud-based solution helps companies
of all sizes optimize marketing spend across all channels,
generate and convert more high-quality leads, and
acquire more business over the phone.
Known for its unmatched ease-of-use and reliability,
Ifbyphone’s VBMA platform has successfully processed
over 250 million calls for over 600 million minutes.
Organizations in all industries use Ifbyphone, including
marketing agencies, lead generation, e-commerce, direct
response, financial services and insurance, health care,
retail and logistics and SaaS and technology. For more
information, visit www.ifbyphone.com.
Ifbyphone, Inc.
300 W Adams St. | Chicago, IL 60606
Phone: (855) 324-9376
http://twitter.com/ifbyphone
©Ifbyphone 2014
Ifbyphone and the Ifbyphone logo are trademarks of Ifbyphone, Inc.
All other trademarks are the property of their respective owners.
http://facebook.com/ifbyphone
http://ifbyphone.com/blog
(855) 324-9376 | www.ifbyphone.com | twitter.com/Ifbyphone | Ifbyphone.com/blog