For B2B marketers, choosing the right marketing metrics to define return on investment (ROI) for your marketing spend is often one of the toughest parts of the job. Determing what to measure, how to measure it, and how much weight to give a particular measure can seem equal parts art and alchemy. Combine that with the pressure to demonstrate marketing value to your senior management team, and you may end up spending more time measuring your marketing programs than actually executing.

Bruikbare digital marketing analytics moet tegemoet komen aan diverse uitdagingen bij de rapportering rond digitale marketing:

In de Harvard Business Review beschrijft Alexandre Samuel haar conclusies uit gesprekken met social media marketingspecialisten van Fortune 500 bedrijven[1] : “The embarrassment of riches (in terms of social media software options) has given marketing, communications and customer relations pros a major integration headache. “We are almost having tool fatigue,” said Jay Bartlett, vice president of global social marketing for Xerox. “These tools are developed in a very fragmented way; I wish there were some integration. You can see how they could work together, but they are all very niche-y.”

De bedrijfswereld focuseert zich bij zijn marketinginspanningen in toenemende mate op digitale marketing. Hierbij worden (al dan niet bewust in het kader van een strategie) een reeks van platformen geselecteerd waarop men actief wenst te zijn.