Marketers Struggle to Measure ROI

At the BRITE '12 conference, Professor Don Sexton (Columbia Business School) discusses the results from "Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study." Marketing executives want to be data driven, but most indicate that they have challenges with gathering, managing and sharing data in their organization. In addition, most marketers struggle to connect their activities to a return on investment. However, those who are satisfied with their capabilities have usually been working at it for at least two to five years -- so the big lesson learned is to get started.