Marketing Attribution: Giving Agencies the Power to Keep Their Media Performance Promises
Marketing’s status as a chief driver of business results is at an all time high, and consequently, the expectations placed on chief marketing officers are soaring. CMOs need to be able to demonstrate that their tactics and investments produce positive consumer experiences and a tangible return – in a way that aligns with the priorities of not just the CEO, but also the CFO and CRO. But this isn’t easy: according to a recent survey of 300 senior marketers by Millward Brown, ‘measuring or proving ROI’ is still the biggest challenge of all.
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