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OrigamiLogic-Marketers-Struggles-Signals-Measurement-Apr2016Marketers’ biggest struggle with measuring marketing signals (performance measurements such as impressions, conversions, CTR, ROI and cost-per-engagement) is the wide array of systems that capture and measure those signals, per results from an Origami Logic survey of more than 180 marketers from in-house (71% of the sample) and agency (29% share) teams.

Separate results from the survey indicates that signals related to social, the web, and search are tracked the most frequently, while offline media are tracked the least frequently.

The following is a brief list of intriguing data points sourced from recent research.

  • Marketers are more likely to describe their company’s culture as sales-driven (32%) than customer-driven (21%) or marketing-driven (3%), per a recent Black Ink ROI survey [download page] of 117 marketers. Those working in B2B companies were the least likely to describe themselves as customer-driven (10%), while B2C marketers were equally likely to describe their cultures as customer- and sales-driven (36% each).
  • Millennials (18-35) comprise 36% of mobile banking application users but an outsized 48% of daily banking app users, according to a recent report from SNL Financial. Almost 9 in 10 mobile banking app users reported using their primary checking account’s app at least weekly, with about 1 in 4 professing to doing so daily. However, that doesn’t seem to have stopped them from making branch visits, as 83% of respondents reported having visited a branch of their primary bank within the prior 30 days, most commonly to make a deposit, withdrawal, or to use the ATM.
  • Phablet owners are more likely than smartphone owners to access the news via a variety of sources (such as social media and apps) and to respond to ads embedded in news stories or videos, per results from the 2015 Reynolds Journalism Institute (RJI) Mobile Media Survey. Indeed, the size of the screen aids in reading the news, per respondents, with two-thirds of phablet agreeing that this was the case compared to just 29% of standard smartphone owners.
  • Los Angeles, California remains the US’ most populous county, according to new figures from the Census Bureau, with 10.2 million people as of July 1, 2015. Separate notes from the population estimates indicate that Texas had the most counties (8) of the top 20 in terms of numeric population growth between 2014 and 2015, followed by California (5) and Florida (3). Houston and Dallas-Fort Worth were the fastest-growing counties in the country in terms of population gain, each gaining more than 140,000 people. No other county gained at least 100,000 people.
  • The average US consumer owns roughly 7 internet-connected devices, reports Adobe Digital Index, using more than 3 daily. Out of various tasks identified, survey respondents were most likely to say they frequently switch devices while shopping online (20%) and watching a video (20%), while many also said they do when travel planning (18%). Millennials (18-34) reported higher rates of frequent device switching across all identified tasks, with about 1 in 3 frequently doing so while shopping online (34%) and watching a video (33%).
  • Millennials aren’t as fickle as some might believe, according to a J.D.Power study, which found that Millennials are on average more satisfied than Boomers across 15 industries studied. The report also found that Millennials have higher expectations for service and prize value for money more than any other factor when making purchase decisions.
  • About 1 in 3 US adults agree that they rely on mobile coupons when food shopping, says GfK in announcing findings from its Survey of the American Consumer™. These adults are much more likely than the general population to say that they like to change brands often for the sake of variety and novelty (44% and 30%, respectively). Likewise, they’re considerably more likely to say they’ll gladly switch brands in order to use a coupon (60% vs. 49%). Mobile food coupon use also finds some adoption among high-income households (at least $200k per year), as 1 in 4 of these adults report using these coupons when shopping for food.

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