Measuring marketing’s effectiveness

Imperatives and methods for CMOs and analytics teams in driving measurable marketing ROI

Marketing’s job is to be the public face of the company, making its activities inherently wilder, riskier, and less measurable than those of accounting, finance, or operations. This isn’t a problem to be solved, but rather a situation to be embraced. In fact, Gartner has predicted that in 2022 marketing profitability will overtake customer experience (CX) as a top strategic priority. To measure marketing’s success, a plethora of methods (marketing mix modeling, multitouch attribution) and tools have been developed. The pressure is on. So, how do marketing and analytics teams truly answer “what’s working and what’s not?”

This whitepaper solves the CMO imperative of proving profitability and measuring marketing effectiveness.

This paper covers several topics in-depth…

• The imperative behind marketing effectiveness
• Definitions and terms
• Upper-funnel brand measurement
• Multi-touch attribution and online identity resolution
• Understanding earned media and buzz
• Choosing media channels
• Measurement methods