Study: Search Marketers Are Not Making Business Case

19 years ago

By Marcia Kadanoff

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.

DM News Article Sept. 08 2005

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