Marketers fail to understand ROI

Two thirds of marketers (67%) think that ROI does not require a financial result, according to Fournaise Marketing Group.

1,200 top-level management and marketing executives were surveyed, with the majority failing to understand ROI.

ROI KPIs: 

• 64% said they used brand awareness as their main KPI.
• 58% included 'Likes', tweets, clicks and/or CTR in their top five marketing ROI KPIs.
• Almost one third (31%) were simply measuring audience reach and believed this represented ROI.

63% of marketers did not include any financial outcome when reporting to management.

For more stats, check out the Econsultancy Marketing Budgets Survey.