Marketing Measurement

What CMOs Need to Know About This Constantly Evolving Challenge

About This Report
Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.

Executive Summary

Marketing measurement is fragmented and inconsistent. To ensure their activity both shapes and is shaped by business strategy, CMOs need to tie marketing metrics to business objectives, integrate data and insights, and align media plans and metrics.

Key Question: How can marketers evolve their measurement approach to align their teams and contribute more meaningfully to the business?

KEY STAT: Marketers are dissatisfied with their marketing measurement—50% or fewer are satisfied with campaign measurement in any single channel.

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Table of Contents

  1. Executive Summary
  2. Marketing Measurement Is Fragmented and Inconsistent
  3. Focus Marketing Measurement on Business Outcomes
  1. The CMO Should Set the Direction for Their Team, and Stick to It
  2. Read Next
  3. Sources
  1. Media Gallery

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Dave Frankland


Eleni Digalaki
Principal Analyst
Kelsey Voss
Principal Analyst
Tracy Tang
Senior Researcher