NEWS8 April 2010
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
US— Audience measurement and analytics are a top strategic priority for online marketers in 2010, second only to targeting, according to a survey of 5,000 marketing executives conducted by technology firm Datran Media in partnership with the Direct Marketing Association.
Measuring sales conversions, click-throughs and unique views were rated most important, but measurement challenges remain, finds Datran. Asked about their greatest measurement challenges, 29% of respondents reported issues with accuracy, while 23% complained of a lack of ability to take action on data.
Still, marketers are persisting with efforts to put their data to work for them: 54% say their audience measurement initiatives already feed into campaign optimisation, while a further 29% plan to follow suit in 2010 and beyond.
Eighty-seven percent of respondents to the survey said that they believed accurate online audience measurement was important for driving increased brand awareness, increased revenue and better campaign performance.
In its analysis of the survey, Datran says: “The results speak to a broad trend in online marketing; namely, that brand marketers and advertising agencies intend to aggressively deploy online measurement tools in order to obtain actionable business intelligence from their marketing campaigns. This trend will accelerate the budget allocation shift into measurable digital channels going forward.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
The Survey Initiative
Research Analyst
£32,000
Resources Group
Senior Research Executive – Quantitative –Strategy & Insight Consultancy
£33,000–£37,000 + strong benefits
Spalding Goobey Associates
Senior Consultant – Quantitative focus – Research, Insights & Strategy
£45 to £70,000 + Bonus & Bens
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments