A recent study by IBM says that 56 percent of CMOs are not ready to be held accountable for marketing ROI - including web ROI. According to the study, a minority of them are looking to the web as a source of market intelligence. Most continue to rely on other marketing reports of a more traditional nature, and the article especially notes a lack of adoption of digital marketing analytics.
One's first reaction has to be: "Come on guys! Get with it!"
After all, web analytics is not some newfangled eruption in the mind of a crazed software engineer. It's been around for a while. Doesn't everyone use it these days? Could it be a generational thing? Are the surveyed CMOs tied culturally to what used to comprise the entire spectrum of marketing before the digital revolution?..... Read more.
