MarketBridge：CMO在衡量ROI时面临挑战的5个领域及其关注重点（中译版）（23页）.pdf

1、Originally found in our executive whitepaper“Measuring Marketings Effectiveness.”WHITEPAPERAndy Hasselwander and Emily Finto5 Areas That CMOs Struggle in Measuring ROI and Where to FocusMeasuring Return on Upper Funnel Brand InvestmentsImplementing The Right Marketing Effectiveness SolutionGartner h

2、as predicted that by next year(2022),profitability will overtake customer experience(CX)as a top strategic priority.This change is part of a longer-term trend.CFOs want rigorous measurement of marketing activities.Metrics like cost per acquisition are at a premium.These metrics are linear and atomic

3、,much like accounting and financial data.This conundrum has led to a plethora of methods and tools to measure marketing effectiveness,and ultimately to optimize the marketing mix.But now this confusing landscape cries out for a more clear-eyed answer of“whats really working and whats not?”when it co

4、mes to marketing measurement and optimization.The answers are not simple or easy.Despite a progression of technology,methods,and practices,this complex landscape makes marketing effectiveness hard to navigate.We see five key challenges for CMOs tasked with driving measurable ROI over the next decade

5、.These topics are not intended to be collectively exhaustive;however,they represent some of the most common problems we encounter when speaking with clients.12345IntroductionNavigating the Post-Cookie WorldMeasuring Earned Medias ImpactEngaging Buyers in a Crowded Media Landscape2pg.3pg.7pg.10pg.12p

6、g.16For Consumer-Packaged Goods(CPG)advertisers in particular,brand marketing is essential.Because most CPG companies dont control distribution,they lack strong direct relationships with their customers.This means that direct marketing,for the most part,is off the table.Instead,manufacturers of cere