Database Marketers Evolve Their ROI Measurement

We surveyed 107 direct and database marketers to understand their measurement successes and shortcomings and found that 69% percent of respondents say they are at least somewhat effective at measuring ROI. Despite this success, these marketers face several challenges which limit their ability to improve marketing ROI such as a lack of staff, technology infrastructure, and timely access to data. So what drives success? Leaders in this space tell us they store more data, track more customer value metrics, and make significant investments in testing of new analytical strategies.