Accountability is an inherent challenge of ensuring positive far-reaching outcomes for the CMO role. Marketing accountability is the new frontier of corporate accountability. The bottom line is ROI. Today we can accurately measure the response for the individual tactics of a direct marketing campaign. But at issue is the understanding of measurement at different levels - the ability to assign cause and effect across all marketing touchpoints, and the skills to decipher those results to make resource allocation decisions that lead to everyday improvements. Through the use of technology and analytics, we now have the ability to more accurately capture and measure the success of our marketing tactics. Measuring in silos gets in the way of making a holistic and accurate assessment of programs and campaigns. Costs and effectiveness vary significantly among different customer interactions so the allocation of budget across multiple touchpoints is a significant decision. It is essential to utilize the learnings from media and channel attribution studies to make optimal allocation decisions.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
Data Centre Dynamics Ltd.
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