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What’s Happening with Marketing Analytics Right Now?

With so many promotional tactics available to marketers these days, figuring out how to measure the success of each one may be just as challenging as choosing which tactics to begin with.

That’s the reasoning behind MarketingSherpa’s first-ever marketing analytics research report.  It was seeking insights as to how marketers track metrics for a whole host of channels like PPC advertising, SEO initiatives, social media, display advertising, e-mail marketing and content marketing.

The results compiled by MarketingSherpa were based on research and data from more than 1,100 marketing professionals across a full range of industries worldwide.

The report is big – to the tune of ~325 presentation slides and 425+ data charts plus commentary.  But it’s quite helpful for marketers who are trying to tackle measurement in today’s varied marketing landscape.

For example, the research found that that e-mail open rates and clickthrough rates continue to be the most prevalent forms of measurement:

  • Open rate:  ~78% track this metric
  • Clickthrough rate:  ~73%

A number of other metrics are tracked by about half (or more) of the respondents:

  • Unsubscribe rate:  ~65% track
  • Deliverability rate:  ~55%
  • Conversion rate:  ~54%
  • Clicks-per-link in e-mail:  ~49%
  • List size:  ~48%

On the other hand, several other metrics are being tracked by a much smaller proportion of companies:

  • ROI:  ~28% track
  • Complaint rate:  ~25%
  • Social sharing rate:  ~21%

Seeing ROI tracking so far down the list is disappointing.  Then again, accurate ROI measurement is a function of having good data on 5 or 10 other factors.  If any one of them is off by a significant degree, it affects the accuracy of the ROI conclusions.


Contact Mullin/Ashley

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