How Effective is Your Marketing Performance Measurement?

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:

  1. Efficiency and Effectiveness (Effectiveness of Marketing Organisation & Plans, ROI Tracking, Improved Resource Allocation)
  2. Accountability (Justification of Budgets, Financial Transparency)
  3. Credibility/Stature (Raising Marketing’s Role, Better Buy-in, Competitive
    Benchmarking)

Source: CMO Council - Marketing Performance Measurement Initiative. pdf report

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