Senior Marketers Seen Lagging in ROI Analysis of New Digital Tools

Only 14% of senior marketers whose companies use social network marketing say they are tying their efforts to financial metrics such as market share, revenue, profits, or lifetime customer value, while only 17% of those whose companies are using mobile advertising say they are doing so, according to [download page] a survey released in March 2012 by Columbia University’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA). (more…)