Analysis from the Fournaise Marketing Group suggests that most marketers are using the wrong KPIs to track and measure effectiveness and ROI.

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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.

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