In the second installment of The Return on Marketing Technology research series, Lima Consulting Group and ObservePoint conducted extensive research on the top 140 global travel websites to get a granular look at their digital marketing technology deployments. The research report titled "The ROI of Marketing Technologies: How the Top Travel Sites Stack Up" shows that only 89.3% of all pages audited have a web analytics tag; and 36.8% of pages report inflated page view metrics across all sites. These factors contribute to poor data quality for some of the web's biggest digital marketing spenders. "According to research by Gartner, CMOs will spend more on IT than the CIO by 2017," said Paul Lima, principal at Lima Consulting Group. "This should come as no surprise as marketing technology continues to have a bigger impact on the bottom-line of organizations that have a major ecommerce presence. However, marketing in a data-driven era means that the marketers need to ensure they are basing their decisions on accurate data. Correctly managing tags are at the core of this movement." Key Findings Lima Consulting Group's experts have distilled the data into the following findings: - Online Travel Agency (OTA) sites are deploying the most marketing technologies, followed by airlines, online hotel booking aggregators, rental cars, and hotel brand sites - One-third of all travel sites have deployed a Tag Management Solution (TMS), and half of those with TMS use free over premium enterprise-class web analytics solutions - Sites with TMS use more technology, benefit from better user experience and performance, but do experience slightly decreased site load times - Composite site performance scoring allows digital marketing teams to have greater confidence in data-driven business decisions Get the full story at Lima Consulting Group