More Marketers Having Trouble Understanding ROI From Digital Channels

Digital marketing channels have been viewed as better than traditional media for their measurability, but new research from Econsultancy and Responsys [download page] suggests that marketers are having a harder time measuring their ROI from digital channels. Among company marketers surveyed – primarily from the UK (46%) and other European countries (19%) – just 50% rated their understanding of ROI from digital marketing channels as “good” (33%) or “very good” (17%), down from 55% last year. By contrast, the proportion rating their understanding as “okay” or “poor” rose from 42% to 48%. (more…)