Source: CMO Council [download page]
Notes: Familiar metrics top the list of those used to track the effectiveness of digital marketing or online advertising campaigns, with clicks, response and conversion rates (51%) the most commonly-cited top-5 measure, per the CMO Council’s survey of 525 marketers around the globe. Page views, time on site/page and registrations/sign-ups (50%) and website performance (47%) are close behind, showing the centrality of websites as a digital marketing tool. Further down the list, one-third cite social media metrics as a top-5 metric, while fewer point to revenue measures such as incremental revenue per customer (14%), value of deals and length of selling cycle (7%).
About the Data: The CMO Council describes its methodology in part as follows:
“A large sample of 525 CMO Council members from all regions of the world participated, representing a cross-section of industries and companies of all sizes. Most participants (56 percent) report directly to a CEO, president or chief operating officer. A further 18 percent of respondents said they report in to business division chiefs or heads of regional operations. A large number (more than 70 percent) had a vice president title or higher. The remaining senior marketers who contributed to the study were director-level decision makers with budget and operational responsibility. In terms of department size, 42 percent of respondents manage global teams of more than 50 professionals, with 12 percent managing more than 300.
With regard to company size, 45 percent of respondents represent companies of more than $1 billion in annual sales, 27 percent are with companies with revenues between $101 million and $1 billion, and 28 percent work for companies with revenues of less than $100 million. Relative to addressable markets, 41 percent are focused on B2B markets, 23 percent on B2C, and 35 percent crossed both sectors. The locations of companies were also quite diverse, with 50 percent based in North America, 19 percent in Europe, 18 percent in APAC, and 5 percent in both Africa and the Middle East. Three (3) percent of those surveyed represent companies headquartered in Latin America.”