“These are the biggest ways of pissing money away.” by "sitting on a boatload of data that puts all other media to shame" and not acting on it...

Taddy Hall, Chief Strategy Officer, ARF referring to the study Booz Allen Hamilton conducted a study among 370 firms and found that 66% of executives say true ROI analytics is marketing’s greatest need. However, most firms are still using surrogate measures,such as advertising and brand awareness. From what see, corporate
CEOs no longer get excited about those soft-measure proxies.

.... a study by the CMO Council, conducted among 1,000 marketing executives, 80% of respondents said they were “dissatisfied” with their ability to measure ROI. Finally, in a joint ANA/Forrester survey, 70% of marketers said that even gaining agreement within their company for the definition
of ROI is “somewhat” or “very difficult.”…

Search Will Continue to Expand in Every Way

No matter how you slice it, search is taking off. It’s growing because it works – it’s measurable and efficient. Paid search capitalizes on many of the trends I cover in this newsletter; the consumer in control, the advertiser’s need to justify ad spending with ROI and the growing use of the Internet as a shopping and buying channel.
The consumer perspective is equally compelling. Search answers their needs because it delivers relevant information exactly when they need it.

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