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Attended a user conference last week and had the privilege to speak with about 10 marketers in-depth about how they measure marketing. The good news is that measuring their marketing is of great concern...a top priority. The bad news...none of them have a good handle on how to do it.

These 10 very smart marketers all have different ways that they measure their marketing based on their company culture and management directives. The challenge of this lies more in the hands of marketing vendors...who will continue to struggle putting measurement plans together for companies that ultimately don't know what they should be measuring, or how to implement a measurement process internally.

Labels: ROI

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