Marketing Management Trends



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Attribution Under the Microscope: A Call to Action | Sponsored Content

Nov 04, 2019

Nearly 50% of CMOs say their companies do not have a unified measurement approach across offline and online media, according to a survey from The CMO Club and Catalina Marketing. Catalina shares four ways to use multitouch attribution to uncover actionable insights.

CMOs on Their Paths to Becoming Chief Marketing Officers

Oct 24, 2019

There’s no qualifying checklist for a marketer to become a CMO, but most will tell you that the pathway to the helm of a marketing department involves a mix of expertise, diversity of experience and a willingness to learn.

Diageo North America’s CMO Talks Marketing Global Brands to a Local Audience

Oct 07, 2019

As chief marketing and innovation officer of Diageo North America, Edward Pilkington is responsible for maintaining some of the largest spirits brands in the world—among them Captain Morgan, Crown Royal and Smirnoff. While TV and out-of-home (OOH) advertising still play a large part in the mix, Pilkington has strongly embraced digital to help fit these global brands within the context of a local audience.