Marketing executives and those that they badger for information still today often walk away frustrated from the problem of accurate and actionable measurement of campaigns of all sorts. Marketers used to be able to hide behind vague metrics like eyeballs and overall demographics of whatever medium they were using. The imperfections of the measurements were accepted and everyone just went along their merry way because you have to advertise to do business, right?
Then along comes the Internet and promises of hard numbers to help marketers make better and more targeted efforts that can be measured down to the nth degree. They can be measured but many are finding even those measurements fall short. eMarketer reports on a study conducted by Ifbyphone and their “State of Marketing Measurement Report” shows that marketers still feel many offline options are more measurable than online.