A number of companies are beginning to sit up and take notice of the returns that their marketing activities are generating for them.

New research from the 2006 Marketing ROI and Measurement Trend Study – undertaken by the Lenskold Group – found an increase in the amount of companies measuring the return-on-investment (ROI) marketing was providing.

Just under three-quarters – 74 per cent – of the companies questioned believed that profits could be increased by over ten per cent if better ways of measuring marketing’s contribution to sales were discovered.

Jim Lenskold, president of the Lenskold Group, said: “There has clearly been a shift from companies exploring and seeking information on marketing ROI to now launching actionable ROI measurement and analysis processes.”

The study also revealed that businesses which stated on their ability to measure economic return was “as good as it needs to be” or “a real source of leadership” rose from eight per cent up to 16 per cent.

On top of this, there was a fall from 53 per cent to 42 per cent in the number of companies who described their economic abilities as “a long way from where it could be”.

Related Topics: General Marketing