eMarketer: Measuring Marketing: Why Doesn't Everyone Do It?

Here is a great article by David Hallerman about why companies market and how they measure it's success. Did you know that 23% of companies don't even know what their company's primary interactive marketing objective is? With those kind of numbers, it's no surprise that effective measurment is a struggle.

On a more positive note, 71% state generating leads is the primary reason for marketing. And 68% do it to build brand awareness.

Television is the most measured at 65% and PR the least at 30%.

Also discussed are the effectiveness of measurement tools available.