Monday, March 13, 2017

Here's How to REALLY Prove Marketing's Value

From MarketingProfs


Research published in AdAge at the end of 2016 helped decode today's five CMO priorities. Two of those priorities fell squarely into the domain of marketing performance management (MPM). The first priority was measurement. However, the study revealed that not just any kind of measurement will do: To be effective, you need to be able to measure Marketing's impact. The second priority was the need to do a better job of justifying Marketing investments.

AdAge was not alone in shining a light on those CMO priorities. The trend toward more compelling measurements of value were reflected in a Chief Marketer article that identified six trends for 2017, three of which included some type of measurement: cross-channel measurement, more sophisticated marketing measurement, and real-time attribution.

And a Forbes article predicted that 2017 is the year Agile Marketing will be taken more seriously. Why? Because "agile marketing results in a measurable improvement in marketing performance."

In another instance, Steven Wastie, CMO of Origami Logic, wrote that "2017 will the year of data and measurement.... Marketers will be under more pressure than ever before to prove accountability."

Perhaps you see the pattern emerging: For today's marketers, the challenge really isn't measurement; there is an abundance of metrics. The challenge is measuring Marketing's value and performance.

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