Marketing Metrics Used by US CMOs, Q2-Q3 2019 (% of respondents)
CMOs were asked which metrics their organization uses for measurement. Responses include media-specific ROIs, marketing mix analytics/studies, multitouch attribution, other attribution and media-specific measurements.
Respondents were asked, "If you are measuring, which of the following do you use today?" Data was provided to eMarketer by The CMO Club.
Data is from the August 2019 The CMO Club report titled "The Real Drivers of Brand Growth in a Digital World: The CMO Club Solution Guide" in partnership with Catalina Marketing. 70 US B2B and B2C CMOs from various industries were surveyed during Q2-Q3 2019 about measurement models.