Published: 21 March 2024
Business-to-consumer CMOs looking to prove and improve the value of marketing struggle to identify the right approach. Use Gartner’s crawl, walk, run framework to effectively apply complementary marketing attribution and testing methods for your B2C direct sales business.
B2C CMOs face increased pressure to prove marketing’s value to the CFO and other C-suite leaders as investments in marketing analytics increase.
Emerging technology and advertising platforms have made marketing more complex, which has placed more pressure on attribution and measurement to justify marketing tactics.
Third-party cookie deprecation and pressures from regulatory changes for privacy have created uncertainty for CMOs about the utility of digital measurement techniques like multitouch attribution.
To prove the value and improve the effectiveness of B2C marketing:
Choose a suitable attribution and testing method by evaluating where your organization lies in the B2C marketing measurement
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