It seems that marketers with bigger marketing budgets are more aware of the importance of analytics, but that almost seems backward to me. If you have less to spend, shouldn't you be more careful about how you spend it?
The problems with internal measurement are obvious: people who are responsible for the results are reporting on themselves and can (possibly) shape the numbers to say anything they want them to say. However, this eMarketer.com article goes on to illustrate that marketing executives were happier with internal measurement programs than with external ones.
Of course, in the tough economy we are in right now, being able to track and prove results for the online portion of your marketing budget could make it less susceptible to cuts.
