Only 15% of US CMOs Say They’ve Proven Social’s Biz Impact Quantitatively

Marketers’ struggles measuring social’s ROI are well-documented. But here’s another sobering view from the top: according to the latest CMO Survey [pdf] released by Duke University’s Fuqua School of Business, just 15% of CMOs in the US can confidently say they have quantitatively proven the impact of social media on their business. By contrast, 49% haven’t been able to show the impact yet, and the remaining 36% have a good qualitative – but not quantitative – sense of the impact. (more…)