A study by Ipsos OTX, conducted on behalf of the Association of National Advertisers, caught our attention this week. The study was commissioned to gauge how marketers are currently measuring the success of their online marketing efforts. Those of you following this, or those of you who have read the book I co-authored with Danny Brown, know that marketing accountability and measurement are high on our priority list. Naturally, we were very eager to get the results.
eMarketer reported the findings today and further piqued our interest with the heading: Finally, Most Brands Measuring Social Content Effectiveness. We anxiously digested the findings only to be left wanting. The study’s findings were summarized as follows: “80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common.” The second largest group were measuring usage statistics (Eg. daily or monthly active users).