Why Measuring Marketing Performance in Silos Doesn’t Work For years, marketing performance has been measured one channel at a time. Each channel told its own story, and often, it was told in isolation from other channels. The approach made sense when campaigns lived in neat boxes, but today’s customer journey doesn’t follow clean lines. Consumers… Read more »
Turning Consumer Data into Actionable Insight Marketers today have no shortage of data. Every interaction, transaction, and campaign generates more numbers to analyze and more dashboards to review. But having access to data is not the same as having understanding. Metrics tell us what happened. Insights explain why it happened and what to do next…. Read more »
The CMO and CFO Partnership: Aligning Financial and Marketing Metrics for Better Outcomes For decades, the relationship between marketing and finance has been complicated. CMOs have focused on creativity, brand, and growth while CFOs have focused on budgets, risk, and return. Both care deeply about performance, but they’ve often spoken different languages when it comes… Read more »
