Most companies evaluate search marketers’ performance on campaign results, such as search engine ranking, rather than actual business results such as sales volume or return on investment, according to a study released last week. The JupiterResearch study, based on a survey of 636 search marketers and 224 search advertisers, found that 81 percent of organizations tie search engine marketing metrics to the evaluation of their search marketing employees.
Study: Search Marketers Are Not Making Business Case
19 years ago