Stepping Up to ROI Measurement

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Marketers around the world agree that it is important to get the full picture when evaluating online marketing success, but research from Chief Marketer, Collective and Datran Media indicates that marketers still consider the click-through their main form of measurement&mash;despite its flaws.
 
A 2010 survey from Web analytics service Omniture similarly showed that marketers were unable to measure marketing effectiveness across the purchase funnel. Asked which analytics would give them the most actionable insights, marketers said the importance of marketing cost, orders, average order size and conversion rate. But they had the greatest ability to measure visits, page views, page views per visit and click-throughs.
 
The same measurement problems existed in mobile, social and video channels: Only 30% could measure mobile app or post-video conversions, and 41% could measure social marketing conversion. Overall, 80% said it was important to measure ROI from online activities, but just 31% could effectively do so. The biggest challenge was...