CMO Briefings
Creating Analytics-Driven Marketing Department at TD Ameritrade
Video: When Denise Karkos became CMO at TD Ameritrade in 2013, her vision was to create an analytically-grounded marketing department. Hear from Denise and other marketers at TD Ameritrade about how that analytics orientation is paying off.
4 Rules for Measuring Customer Engagement
Marketers love to use customer engagement as a key metric. These days, nearly everyone sees it as a critical measure of customer value and brand strength. But while there’s widespread agreement that engagement should be measured (who doesn’t want to know how well customers are receiving your message and interacting with your brand?), agreement about […]
Why Customer Identity Graphs are so Important
It’s crunch time for customer identity. Today, brands are capturing more customer data than ever before across a multitude of channels and touch points. But many companies struggle with using that data to construct useful customer identity profiles – “identity graphs” – that can greatly improve marketing measurement capabilities and accuracy while helping you create […]
New Study Shows How Marketing Measurement Pays Off
Do investments in marketing measurement pay off? Increasing numbers of brand marketers agree that it does, and say they can quantifiably prove it. And now a new study called the Marketing Accountability report, done in collaboration with the Forbes CMO Practice and announced by Neustar, provides detailed evidence of marketing measurement’s payoff. The study – which analyzed […]
Marketing Data Fundamentals: What CMOs Need to Know
In the video above, marketers from IBM, NASCAR, Nationwide and Hyundai discuss data challenges. Data is at the core of almost every key challenge that CMOs — or any marketers for that matter — face today, and will likely have a profound impact on marketers’ ability to prove their value. “CMOs must understand how to […]
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