Digital marketing is supposed to be entirely measurable, but we all know that in reality that’s not the case.
The proliferation of digital touchpoints has made the path to purchase incredibly complex, which means marketing attribution and measuring ROI has also become more difficult.
A new report from Econsultancy and Oracle Marketing Cloud investigates marketers' ability to measure ROI from a range of digital channels.
Results from the Marketing Budgets 2015 survey show that paid search and email marketing have maintained their status among the top three digital channels for ability to measure success.
Just over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’.
For acquisition-focused email marketing those percentages were 44% and 41% respectively.