In every marketing program, there lies the challenge among marketers – and that is to measure on marketing results. In fact, more marketers, nowadays, are on board as far as data statistics and analytics are concerned. Practically, the stuff is most likely needed especially when marketing executives are asked to substantiate their spending, or when possible budget increase occurs.

The latest survey of senior US marketing executives (by Forbes Insights and MarketShare Partners) as published by eMarketer found that seven of ten executives used analytics to measure marketing effectiveness.  Marketers with large budgets were significantly more likely to do so than those with spending of less than $1 million, but many in that group planned to adopt analytics in the future. Among those with budgets over $1 million, while 85% said they used analytics, 71% said they had a formalized way of doing so.

In terms of marketing measurement efforts, the study revealed more marketers using the internal data (86%), some rely on internal teams (74%), and some stick on internally developed tools (52%). In comparison, the study found 58% using the third-party data and only 35% employed outside professional services.