1 in 3 Marketers Say Online Metrics Don’t Quantify Financial Impact

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Clik here to view.31% of global marketers say existing digital metrics do not adequately quantify the financial impact of the online tools or channels they measure on their business, according to a survey released in November 2011 by McKinsey. Data from “What marketers say about working online” indicates that of the executives whose companies are using social media, almost half say quantifying the impact adequately is difficult. These findings are consistent with a November 2011 report from Econsultancy in partnership with LBi and bigmouthmedia, which found that 2 in 5 global companies do not have a return-on-investment (ROI) figure for any of the money they spend on social media marketing, with a further 26% saying they can only attribute an ROI figure to a tiny amount of the money they spend on social media. (more…)