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For almost two-thirds of US marketers, content performance is the most important consideration for measuring campaign success, according to new data from marketing analytics provider TrackMaven.
Marketers polled in February 2017 ranked how important certain components of their marketing technology stack were for measuring the performance of their efforts.
In addition to the 65% who named content performance measurement the most important metric, another 31% of respondents felt it was important. Content performance tools measure the impact and effectiveness of content by monitoring engagement, consumption and audience growth. The category includes products such as DivvyHQ, BrightEdge or Percolate.
Marketers also ranked social media analytics highly in terms of importance. Almost 60% called it the most important component and one-third said it was important, TrackMaven found.
Channel performance technology rounded out the top three tools for measuring marketing performance. Close to 55% said it was the most important performance measurement tool, and roughly 38% said it was important.
It’s no surprise that these technologies ranked at the top of the list, according to eMarketer analyst Jillian Ryan. “Content performance is more significant than channel performance, because marketers should be thinking cross-channel in their marketing approach. That means creating a seamless content experience for consumers no matter which individual channel they are in,” she said.
Marketers also deemed other technologies—including audience segmentation, cross-channel attribution, competitive insights and marketing automation—as significant. According to Ryan, it is somewhat unexpected that more marketers didn’t describe marketing automation as an important tool, given the role it plays in marketing content distribution.
Lead scoring was considered the least important tool for marketers, named by just 23% of respondents as the most important technique they could use to measure performance.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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