Gartner Research

CMO Perspective: How to Implement a Total Marketing Measurement Framework

Published: 31 May 2017

ID: G00325559

Analyst(s): Martin Kihn

Summary

CMOs are under increasing pressure to prove and improve the impact of their marketing and advertising programs, but measurement efforts are often disconnected from the full customer journey. Use this framework to push your team to deliver a more holistic measurement program.

Table Of Contents

Upshot

What You Need to Know

  • Marketing and Customer Analytics Are Vital Capabilities
  • Comprehensive Marketing Analytics Not "There" Yet
  • Build a Master Marketing Record With Improved Technologies

Analysis

  • Know the State of Your Marketing Measurement
  • Understand the Limits of the Four Types of Measurement
  • Start With Data Discipline to Build Holistic Measurement
  • Follow These Five Steps to Total Marketing Measurement
  • Watch Out for These Top Four Concerns

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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