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Marketing Measurement and ROI: What Matters Most in Technology Companies

Don't miss this report that  focuses on one of the most important issues in marketing today: MEASUREMENT!

To order a copy of Marketing Measurement and ROI: What Matters Most in Technology Companies using your credit card, please click here.  For a limited time, we are offering a special rate of $249, a savings of $50 from the regular price!  The report is available in Adobe Acrobat format or in Word format.

For an abstract of the report, please see below.


This insightful new research report, Marketing Measurement and ROI: What Matters Most in Technology Companies was completed as a direct result of feedback from senior technology marketers regarding their most important concerns about increasing the success of their marketing departments. In 2002, MarketWise Insights, Inc. and Smith & Suita, Inc. conducted a research project on What Matters Most When Marketing in a Tough Economy. We spoke to high-level technology marketing executives about how they were changing their marketing strategies and tactics as a result of the difficult economy. Respondents to that survey ranked marketing measurement and return on investment (ROI) as two of their top key concerns.

As a result, we decided to further investigate this topic. Were measurement and ROI truly becoming more important? Were technology companies just paying lip service to these ideas or were marketing executives truly measuring their marketing efforts? And if they were measuring results, which marketing disciplines were most difficult to measure? What metrics were executives using to measure specific types of marketing activities? What challenges did these marketing executives face when measuring marketing activities?

This study investigates marketing measurement and ROI in detail. The study analyzes information gathered from 52 technology marketing executives on qualitative and quantitative measurement overall and the measurement criteria used to measure ten specific marketing functions.  These functions include Public Relations, Advertising, Direct Mail, Online Marketing, Conferences and Events, Sales Promotion and Tools, Market Trend Research, Competitive Analysis, Customer Research, and New Product Research. Topics covered also include key challenges in measurement, usage of measurement data, and benefits received from marketing measurement.

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