CONSHOHOCKEN, PA, Mar 17 (MARKET WIRE) --
NetPlus Marketing, a top digital marketing agency, announced today the results
of
an exclusive roundtable study designed to solicit timely and valuable feedback
to ascertain the current and desired status of online data measurement among
experienced online marketers. This survey was completed by a small convenience
sample of informed veterans in online marketing, each of whom completed an
anonymousonline survey. Areas of focus include features in demand for
measurement tools, data
points measured, challenges and barriers to entry.
Marketing experts and veterans provided general insight into their own
measurement practices, as well as wants and needs. Responses indicated that,
when
evaluating measurement tools, marketers look for accuracy, aggregation,
timeliness,
insightfulness, flexibility and customization. Regarding what they are
measuring, the
study found that most marketers go for low-hanging fruit -- tactics that are
easy to measure. There is a significant gap between tactics used and
tactics measured and that gap widens with the use of more recent channels.
The survey also discovered that the top methods of measurement are site side
reporting, third party ad serving and customer surveys and feedback. Integration
of
data points across tactics is desired but for most, not a reality. At 83
percent of respondents each, paid search results, email and media (display,
banners and rich media ads) were the top tactics measured by marketers, followed
closely by Web site data at 77 percent.
The study also attempted to examine the challenges and frustrations
marketers see with
reporting methods and technologies. There was a wide spectrum of responses,
relating to a variety of aspects from infrastructure and communication to
inaccuracy and
limitations to ease of interpretation and the ability to act on the information
in a
timely manner. Going a step further, participants were also asked what factors
have prevented them from even attempting to measure campaigns. 50 percent of
respondents cited a lack of actionable data as their main reason, while
37.5 percent each also cited reliability of data and lack of budget as factors.
"In our 12 years in the digital marketing space, we have been in a
positionto see just how important measurement and analytics are to a successful
marketing
campaign, and as such, are constantly advocating testing to our clients while
advancing our capabilities to provide actionable insights," said Robin Neifield,
CEO
of NetPlus Marketing. "The results of this study demonstrate that even the
savviest of marketers, on whom we focused our survey, are still struggling
with the best ways to implement analytics. Search, display and email are still
the
major players, and marketers are unsure how to integrate data points to make
it actionable. Agency partners and analytics companies need to make testing a
priority and the ability to integrate multiple data points to take
measurement to the next level."
To see a report on this exclusive observational study, please contact Morgan
McDowell of blast! PR.
About NetPlus Marketing:
NetPlus Marketing is a top 50 full service interactive agency. Celebrating
12 years
of success, NetPlus Marketing creates programs that have measurable impact on
their clients' marketing and business objectives. NetPlus has been delivering
award-winning, online marketing and advertising programs since 1996 for clients
such
as Aramark, Hanover Direct, Inc., Charming Shoppes, Inc., Harriet Carter,
Rita's Water Ice Franchise Company LLC, Universal Studios, and other discerning
marketers. To learn more visit: http://www.netplusmarketing.com.
Media Contact:
Morgan McDowell
blast! PR for NetPlus Marketing
919-833-9975 x.12
Email Contact
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