Marketing roi

2009 Marketing ROI & Measurements Study
The fifth annual research study on marketing ROI and measurements assesses the influence of the economy, marketing operations, marketing practices, and strengths in generating critical insights on delivering marketing effectiveness, efficiency, and growth.

Sponsored by:

Published May 2009 by:

© 2009 Lenskold Group, Inc. All Rights Reserved.2009 Marketing ROI and Measurements Study

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Table of Contents

Introduction and Research Methodology Executive Summary Recommendations Sponsor Commentary Detailed Findings 1. Marketing ROI Performance Trend 2. Demand for Marketing ROI and Measurements 3. Marketing Operations Capabilities 4. Insight Capability Advantages in Current Economy 5. Marketing Effectiveness Management Practices6. Budgeting for Marketing, Measurements, Marketing Operations, and Experimentation 7. Profile of Highly Effective and Efficient Marketing Organizations 8. Growth Drivers 9. Comparisons by Company Size 10. External Perspectives Participant Profile About the Author About the Sponsor

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© 2009 Lenskold Group, Inc. All Rights Reserved.www.lenskold.com +1 732.223.8886

2009 Marketing ROI and Measurements Study

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Introduction and Research Methodology
In the Lenskold Group’s fifth annual research study on marketing ROI and measurements, we address the timely topic of how economic conditions are influencing the use of marketing ROI and how ROI influences marketing performance and growth relative to competitors. We’ve alsoprobed further to uncover insights into the connection between performance and marketing operations, practices, and budget allocation. As with our past studies, the research was fielded in the first quarter of the year with the support of MarketingProfs, an online marketing community with more than 300,000 members worldwide. The 2009 study was completed via online survey with 601* marketingpractitioners worldwide (932 completed surveys inclusive of segments noted below). Marketing practitioners are defined as those individuals responding for their own company. Survey participants that indicated they were external consultants or agencies responding for their client organizations, unemployed marketers reflecting on their most recent employer, or academics and industry experts responding for thegeneral business community were not included in the core analysis but examined for differences. We continue our tradition of using a large base of survey respondents to provide the industry’s most statistically reliable sources of insights on this topic. We are very pleased to have MarketSphere (www.marketsphere.com) as this year’s research sponsor. Their expertise in marketing operations andprocess management has been extremely valuable in the questionnaire development and results assessment.

Note: References to findings, statistics, and quotes from this research report should reference the source as “2009 Lenskold Group / MarketSphere Marketing ROI and Measurements Study.” This copyright material belongs to Lenskold Group and the use of graphs, charts or substantial portions of thecontent requires written permission which can be requested by reaching us at: Lenskold Group, Inc., 2517 Highway 35, Suite N-202, Manasquan, NJ 08736. Ph: (+1) 732-223-8886 E-mail: Info@lenskold.com

Once again, a short module was included in the questionnaire to generate the second annual B2B Lead Generation Marketing ROI and Performance Evaluation Study (released separately and available atwww.marketingprofs.com or www.lenskold.com).
* Note on survey results: A total of 601 participants qualified for this module of the survey; however, since responses to every question were not required, participants could choose to skip questions. Therefore the base of responses varies by questions even though all participants were presented with the opportunity to answer all questions. “Don’t...