Marketers in New Zealand and Australia are the most worried about proving the return on investment on their activities compared to their global counterparts, but are not doing a great job at tracking it.
According to HubSpot’s State of Inbound Marketing 2015 report, 59% of marketers Down Under rated showing the ROI of their work as their top concern.
The report is based on surveys with nearly 4,000 marketers from 150 countries segmented into five regions – New Zealand and Australia; North America; Asia Pacific (excluding Australia/New Zealand); Europe, the Middle East and Africa (EMEA); and Latin America.
Proving ROI was the top concern for respondents in all the regions, but New Zealand and Australia had the highest proportion of those who listed this at their most pressing issue.
North America marketers are the second most concerned about providing ROI with 56% rating this as their top issue, followed by the rest of Asia Pacific and Latin America at 49% and EMEA at 46%.
However, despite listing proving ROI is their top concern only 54% of New Zealand and Australia respondents say they actually track it.
In other words 46% of marketers in New Zealand and Australia don’t track ROI at all.
North America leads the world when it comes to tracking ROI, with 63% of respondents saying they track it.
Half of North American respondents also saw a higher ROI in 2015 compared to only 34% in Australia and New Zealand – the same score as Latin America where survey takers didn’t know their ROI to begin with.
In addition, North America was the only region where more than half of respondents indicated they check their marketing metrics three or more times a week. Just 42% in Australia and New Zealand do so.
So it’s clear that we need to work harder Down Under to prove the return of investment on our work. Obviously tracking ROI is essential to proving that what we do works and delivers value for the business.
Interestingly, the second top issue for New Zealand and Australia marketers is securing enough budget for their activities.
Getting better at tracking and reporting on ROI would surely help make getting more budget a bit easier.
Download a full of copy HubSpot’s State of Inbound Marketing 2015 report below.