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.
Abstract
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.
To
order, please click
here.
To
go
back
to
the
MarketWise Insights, Inc. home
page,
click
here.
Questions? Please call 303-659-8061.
Thank
you!