We recently surveyed over 100 interactive marketers about their on-line measurement practices for my report "Committing to Meaningful Digital Metrics." I was intrigued to find that interactive marketers are not very confident in their ability to measure their on-line marketing. While traditional media is notoriously hard to measure, it has been around for a long time, so marketers are used to the metrics they have and essentially accept them. However, interactive marketing is still new, so while it seems very measure-able, few marketers have established reliable measurement techniques. In fact, even direct response marketers have major room for improvement. Here is how marketers rated themselves across three different types of interactive marketing measurement.
In other words, marketers rated themselves an average of 6.3 out of 10 in measuring direct response, a 5.3 out of 10 for branding and only a 4.5 out of 10 for social marketing. It's not too surprising that social marketing rated the worst overall, but many marketers still feel that they are nowhere near perfect when measuring even direct response.
Where would you rate your own interactive measurement abilities?