Do senior managers analyse ROI of new digital media?

A new article suggests senior marketers are not looking closely enough at metrics of the new digital marketing opportunities in terms of ROI.

A new article in suggests the following:

“Only 14% of senior marketers whose companies use social network marketing say they are tying their efforts to financial metrics such as market share, revenue, profits, or lifetime customer value, while only 17% of those whose companies are using mobile advertising say they are doing so, according to [download page] a survey released in March 2012 by Columbia University’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA). This compares to 41% whose companies measure the financial impact of their email marketing, and 47% whose companies do so for their traditional direct mail marketing….”
Full article here