21 stats show CMOs leap before they look at ROI

Here are 21 stats that show most CMOs leap before they look at ROI.

  1. 91% of senior marketers believe successful brands use customer data to drive marketing decisions; yet, 39% say their own company’s data is collected too infrequently or not real-time enough to be useful (source: BRITE Study)
  2. 90% of CMOs say social data has impacted at least some of their decisions; only 47% use social data to make predictions or forecast sales. (source: Bazaarvoice)
  3. 85% use social networks in some way; only 14% tie financial metrics to it. (source: AdAge)
  4. 80% feel challenged by the amount of data they have to deal with and the difficulty of accessing it. (source: Forrester)
  5. 77% say getting tradition and digital marketing to work better together remains a major goal (source: BRITE Study)
  6. 71% see potential for Big Data to have a large impact on sales; only 16% have Big Data strategies for sales. (source: Forrester)
  7. 70%+ of CMOs report feeling unprepared to harness the power of their data to make intelligent marketing decisions. (source: HubSpot)
  8. 63% of CMO’s say “ROI will be the standard for their performance by 2015:” yet, today, only 44% say “I can measure ROI.” (source: McKinsey)
  9. 57% are not basing their marketing budget on any ROI measures. (source: AdAge)
  10. 52% say achieving or increasing measurable ROI is a top priority for the coming year (source: MarketingSherpa)
  11. 51% say a lack of sharing customer data within their own organization is a barrier to effectively measuring their marketing ROI (source: BRITE Study)
  12. 42% of marketers report that they are not able to link data at the level of an individual customer. (source: BRITE Study)
  13. 39% admit they cannot turn their data into actionable insight. (source: BRITE Study)
  14. 36% of senior executives believe “old favorite” events such as open houses, hospitality functions, fundraisers and seminars deliver the best returns among localized marketing channels but can’t do direct tracking. (source: Marketing Charts)
  15. 29% report that their marketing departments have “too little or no customer/consumer data.” (source: BRITE Study)
  16. 28% of CMO’s say their decisions are based on gut instinct (source: Edelman)
  17. When asked which attributes they will need to be personally successful over the next three to five years, 28% said technological competence, 25% said social media expertise and 16% said financial acumen. (source: (IBM)
  18. 24% say determining any kind of cost-benefit analysis is a challenge. (source: Marketing Chart)
  19. 23% find it difficult to measure and evaluate campaign effectiveness on a local level. (source: Marketing Charts)
  20. B2B CMO’s say demonstrating ROI is their No. 1 concern yet fewer than 20% say they have the ability to measure it (source: Forbes)
  21. 7% say most of or all their spending decisions aren’t based on any metrics at all (source: Edelman)
iNeoMarketing‘s insight:

See the article at http://www.biznology.com/2013/01/21-stats-show-cmos-leap-before-they-look-at-roi/.

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