It’s no secret that CMOs struggle to measure the impact of marketing, especially high level metrics like return on investment (ROI). In spite of the explosion of MarTech solutions (3,874 at last count) and the tectonic shift to digital that we all thought would make measurement significantly easier, it’s still hard. We have more data. We have more technology. But we don’t have any more insight into how all of the MarComm pieces roll up into real business results.
With new technologies being introduced seemingly every day and regular new advances in managing and utilizing consumer data on line, it’s getting harder and harder to stay at the cutting edge of marketing technologies. The technology itself is always moving faster than marketers can figure out how to best put it to use.