Dive Brief:
- A recent DialogTech report claims marketers are missing out on tracking ROI on almost half of mobile website conversions because they lack the ability to attribute phone calls.
- The news should concern marketers because accurate metrics reported on successful campaign touch points allows them to optimize future efforts.
- Another reason marketers should be correctly attributing mobile digital marketing spending is advertising in the space is expected to surpass desktop in 2016.
Dive Insight:
Mobile marketing is a rapidly rising trend. According to eMarketer, mobile digital marketing ad spending will likely pass desktop ad spending next year, and by 2019 account for 72% of digital ad spending. Given those stats, marketers should be concerned with findings from a recent DialogTech report that found 49% of mobile website conversions can’t be attributed for ROI purposes because marketers lack the tools to attribute phone calls.
Data-driven marketing is powerful, but only as effective as the quality of data. If marketers can’t correctly attribute successful campaign touch points, they can’t effectively optimize future campaigns.
DialogTech pointed out the issue in the report summary, saying marketers are “creating an ROI blind spot that inhibits their ability to measure what’s really working. This leads to inaccurate ROI data with an inflated cost per lead, and can lead marketers to optimize budget on campaigns that are not driving revenue, while pulling the plug on programs that are.”