Blair Symes says, “n 2017, digital ad spending in the United States will exceed TV ad spending for the first time. And, by 2020, marketers will spend 36 percent more on digital than on TV. Those predictions are a powerful testament to the importance digital advertising has in modern marketing.

Still, as spending on digital channels increases, so does pressure on marketing teams to prove and improve ROI; and that can be a challenge. A recent survey found that 89 percent of participating marketers didn’t think their digital marketing efforts were working. For marketers struggling to increase ROI from search, Facebook, display and other digital channels, the problem might not be their ads. The problem might be their data.

Benchmark data such as CPL (cost per lead) and CPA (cost per acquisition) help take the guesswork out of decision-making by enabling marketers to optimize for what’s really driving leads, customers and revenue. But this only works if the data is accurate; and, unfortunatley, many marketers have a blind spot in their data that is causing CPL, CPA and other ROI metrics to be off by as much as 50 percent or more”.

Call Conversions: the Blind Spot Threatening Digital Marketing ROI

Entrepreneur

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