Analysis from the Fournaise Marketing Group suggests that most marketers are using the wrong KPIs to track and measure effectiveness and ROI.
Sourced through Scoop.it from: www.research-live.com
Ouch. Very concerning research here. Another level of vanity metrics are being used by marketers, according to the Fournaise Marketing Group – awareness and engagement. As the research claims these are nothing without ‘…action that has a positive impact on the company’s top and/ or bottom line’. Proof, if any were needed, of the importance of measuring marketing performance with financial metrics to establish effectiveness. The lack of attention to customer value propositions – 74% of marketers in the analysis by Fournaise, is worrying too.