|
42%
Percentage of survey
respondents from North America (vs 38% for European Union) who were
satisfied with their ability to measure marketing performance.
|
CMO
council has conducted a survey of marketers in Wurope to Determine
perceived importance and adoption of Marketing Performance
Measurement (MPM) initiative in European marketing organizations.
Some of the key
factors driving interest in measuring marketing performance include:
- Efficiency
and Effectiveness (Effectiveness of
Marketing Organisation & Plans, ROI Tracking, Improved Resource
Allocation)
- Accountability
(Justification of Budgets, Financial
Transparency)
- Credibility/Stature
(Raising Marketing’s Role, Better Buy-in, Competitive
Benchmarking)
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