Dive Summary:
- A study conducted by Econsultancy and Adobe found that at least 40% of organizations feel that inadequate tracking capabilities and analytics are hindering their social marketing campaigns.
- 40% of agency respondents cited budgets as a problem, compared to 30% of client-side respondents.
- Lack of agreement among decision-makers also ranked high, being cited by 40% agency respondents.
From the article:
"... As mentioned, respondents to the survey cited a lack of tracking capabilities and analytics as the main issue preventing them from harnessing social data effectively.
Other frequent problems cited by client-side respondents were the fact that social data is stored in disparate tools (31%) and that social analytics are separate from multichannel analytics and business intelligence (31%).
However agencies were more likely to point to a lack of budget or buy-in from the top of the organisation (40%) and a lack of joined-up thinking (40%). ..."
