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Metrics Drive Decisions

The customer experience is more fragmented than ever.

A report came out recently about how small & medium sized business (SMBs) owners intend to invest their digital marketing dollars in 2015. When asked which marketing channel they intend to increase investments, 49% said their websites, 6 percentage points ahead of any other digital marketing channel.

An article was published this morning by eMarketer that highlights the criticality of data. You can read the full article here. The survey results reveal that more than 3 in 4 marketers feel the greatest deficiency among marketing agencies is their lack of analytics and meaningful KPIs. See chart below.

Author note: the article below was originally published on the Richmond Times Dispatch. As one of my most shared articles to date, I’m reposting it here on the WebStrategies blog.