Industry News - July CW Bulletin / ROI
By Raha Naddaf, Staff Writer
Survey shows skepticism on ROI calculators
Respondents report little trust in ROI calculators provided by vendors,
according to a survey conducted by Network World Fusion. All management
level respondents state having a distrust of ROI calculators, and
87 percent of midlevel management and 33 percent of low-level exhibit
the same skepticism. Executives' report that calculators often oversimplify
the environment and produce inflated ROI figures. Respondents responded
favorably to the importance of the use of ROI, stating that is both
a valuable and essential tool for decision-making. Results indicate
that trust in an ROI calculator is dependent on the use of correct
metrics that are consistent with IT's measurement figures. (more...)
Source, Network World Fusion
How's your ROI?
More than 200 marketing executives report widespread difficulties
in measuring marketing investments, according to a recent survey
conducted by Reveries. 19 percent report a difficulty in measuring
financial services while 34 percent state advertising as the most
difficult marketing discipline to measure, with PR at 26 percent.
Although 72 percent of respondents state that they lack the necessary
data to assess the return on their marketing investments, Randy
Stone, Chief Executive Officer of Marketing Management Analytics,
states that companies often don't realize that useful data is available.
(more...)
Source: Reveries
Brand Dashboard™ helps industry measurement
New software application identifies relevant media information
and analyzes and organizes information into reports and charts.
Brand Dashboard software enables levels of media tracking to attain
accurate and timely data by providing immediate results of trends,
issues and status of PR campaigns. Cymfony, Inc. has implemented
this new software to determine the impact and ROI of client VNRs,
PSAs and other broadcast methods. (more...)
Source: Cymfony
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