Forbes Insights and software and analytics firm MarketShare Partners have released a study, entitled “The Accountability Evolution: Marketers Turn to Metrics to Boost Their Strategic Value,” based on an April 2010 survey of more than 100 senior marketing executives focused on marketing plans, budgets and metrics for U.S. marketers.
68% t of marketing executives participating in the survey say they have some form of analytics in place to measure effectiveness and ensure accountability. Three of the top four measurement approaches — measurement of online search marketing, 64%; measurement of online display marketing, 48%; and measurement of online social media marketing, 43% — focus on digital marketing.
Download the report. (Registration required)