Measurability is Greatest Marketing Challenge: Study

Fifty-five percent of respondents to a recent study said making marketing more measurable was their greatest challenge for 2004.

The study on marketing challenges, commissioned by Waltham, MA-based Unica, was conducted by Forrester Consulting.

Regardless of their company size, measurability was most frequently selected as the greatest challenge by survey participants. In addition, companies of all sizes cited improved coordination of marketing programs across channels as one of their top three greatest challenges.

Approximately 72% of marketers polled said they believe the primary objective of marketing within their organizations is to drive sales leads or directly influence revenue. However, when asked how top non-marketing executives within their company perceive marketing, only 37% responded that marketing is strategic and measurable. Another 31% indicated marketing is viewed as strategic, but its effects cannot be measured.

While approximately 70% indicated that their companies have a centralized customer data warehouse, less than 20% indicated that their companies have a 360-degree view of each customer across the organization, and only 4% of those polled indicated complete satisfaction with their firm’s customer-centricity.

While more than 60% of those surveyed expect recent privacy legislation to have a greater impact on marketing during the next two years, less than 20% of those surveyed have changed their e-mail and telemarketing practices as a result, and less than 20% allow customers to determine frequency of marketing contacts.