Lenskold Article Series

by Jim Lenskold

2011 Marketing ROI & Measurements Study

In this research archive, we focused on social media measurements as part of broader marketing ROI measurements.


  • How do marketers rate in their capabilities to measure social media outcomes?
  • What is driving the high and low prioritization of social media measurements?
  • How has the use of marketing ROI to assess general marketing trended over the past 5 years?
  • How are marketing ROI metric users showing better capabilities for social media measurements?

Here is a graph of a key finding:

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