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EMARKETER
Spotlight

Marketing Measurement

What CMOs Need to Know About This Constantly Evolving Challenge

Report by Dave Frankland  |  Jun 28, 2022
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Table of Contents
Executive Summary
Marketing Measurement Is Fragmented and Inconsistent
Focus Marketing Measurement on Business Outcomes
The CMO Should Set the Direction for Their Team, and Stick to It
Read Next
Sources
Media Gallery
About This Report
Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.
Topics
Marketing Measurement Surveys
Worldwide
Table of Contents
Executive Summary
Marketing Measurement Is Fragmented and Inconsistent
Focus Marketing Measurement on Business Outcomes
The CMO Should Set the Direction for Their Team, and Stick to It
Read Next
Sources
Media Gallery

Executive Summary

Marketing measurement is fragmented and inconsistent. To ensure their activity both shapes and is shaped by business strategy, CMOs need to tie marketing metrics to business objectives, integrate data and insights, and align media plans and metrics.

Key Question: How can marketers evolve their measurement approach to align their teams and contribute more meaningfully to the business?

US Advertisers Who Are Satisfied with Their Campaign Measurement, by Media Type, April 2021 (% of respondents)
E-Mail ChartDownload

KEY STAT: Marketers are dissatisfied with their marketing measurement—50% or fewer are satisfied with campaign measurement in any single channel.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Marketing Measurement Is Fragmented and Inconsistent
  3. Focus Marketing Measurement on Business Outcomes
  1. The CMO Should Set the Direction for Their Team, and Stick to It
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

US Advertisers Who Are Satisfied with Their Campaign Measurement, by Media Type, April 2021 (% of respondents)Factors Contributing to Increasing Complexity of Advertising Industry According to US Marketers and Agencies, Oct 2021 (% of respondents)
US Mobile Device Internet and TV Users, 2019-2023 (millions and % of population)

authors

Dave Frankland

Contributors

Eleni Digalaki
Principal Analyst
Kelsey Voss
Principal Analyst
Tracy Tang
Senior Researcher
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