• Wall Street Journal, Tuesday, July 7, 2015 11:41 AM

As more ad money flows into digital, marketers have more questions about metrics. “70% of marketing executives polled [out of 400 executives from agencies, media companies and brand marketers] said they would increase their spending on mobile, digital, and social,” says The Wall Street Journal, "if there were better ways to measure return on investment.”

Part of the problem appears to be how ROI is measured for online and mobile, which right now is mostly through proxy metrics like ad impressions, store visits, etc. The other part is utilizing data. More than 40% of respondents cited Big Data as the largest opportunity facing marketers this year, yet the vast majority of respondents to their survey didn’t feel confident in the way their companies handled it.

Read the whole story at Wall Street Journal »