In a survey from August 2019, 31 percent of global advertisers said they preferred short-term results of campaigns (such as increase in sales or engagement) to determine ROI, while the same was true for 40 percent of agencies and 44 percent of media companies.
Types of ROI measurement used by marketing professionals worldwide as of August 2019
Characteristic
Short-term (sales)
A mix of both short and long-term
Long-term (brand)
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Kantar. (September 11, 2019). Types of ROI measurement used by marketing professionals worldwide as of August 2019 [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/
Kantar. "Types of ROI measurement used by marketing professionals worldwide as of August 2019." Chart. September 11, 2019. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/
Kantar. (2019). Types of ROI measurement used by marketing professionals worldwide as of August 2019. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/
Kantar. "Types of Roi Measurement Used by Marketing Professionals Worldwide as of August 2019." Statista, Statista Inc., 11 Sep 2019, https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/
Kantar, Types of ROI measurement used by marketing professionals worldwide as of August 2019 Statista, https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/ (last visited July 22, 2024)
Types of ROI measurement used by marketing professionals worldwide as of August 2019 [Graph], Kantar, September 11, 2019. [Online]. Available: https://www.statista.com/statistics/1053429/roi-measurements-types-used-marketers-worldwide/