Despite marketing's drive toward financial accountability, only 7 percent of senior-level financial executives surveyed report being satisfied with their company's ability to measure marketing ROI, according to new survey findings released today by Marketing Management Analytics (MMA) and Financial Executives International (FEI). MMA, a provider of marketing-mix modeling, is an independent operating unit of Carat, a media services companies.
The nationwide survey, conducted in November 2006, also found that only one in 10 senior-level financial executives report confidence in marketing's ability to forecast its impact on sales. The study surveyed 150 members of FEI, a worldwide association of senior corporate financial executives.
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