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Here’s How Marketers Are Deciding Where to Put Their Media Dollars

Here’s How Marketers Are Deciding Where to Put Their Media DollarsAudiences and ROI figure prominently. But where can ROI best be tracked, and whose data can be trusted?September 13, 2017

Go where you audience is. That’s the word from the industry, according to a new study [download page] from Kantar Millward Brown. More than three-quarters of survey respondents said that they look at the channels that best reach their target audience... READ MORE
CMOs’ Use of Analytics Registers Uptick

CMOs’ Use of Analytics Registers UptickCMOs appear to be growing a little more confident that they have the right staffing in place to leverage analytics.September 8, 2017

CMOs are using analytics a little more than in the past and crediting analytics with a slightly greater contribution to company performance, according to the latest edition of The CMO Survey [pdf]. Respondents to the survey reported 37.5% of projects using... READ MORE
Want to be An Effective CMO? Here’s What it Takes.

Want to be An Effective CMO? Here’s What it Takes.Think it's all about marketing technology and analytics? Think again, CMOs say.September 6, 2017

Sure, it helps to have a strong grasp of analytics and technology these days. But to be an effective CMO, you have to bring a business mindset to the table, playing a critical role in growth initiatives and demonstrating marketing’s value while... READ MORE
Taking Stock of B2B Marketing Automation

Taking Stock of B2B Marketing AutomationB2B marketers are enthusiastic about automation's benefits, but aren't yet using these tools to their fullest potential.August 28, 2017

Act-On Software and Econsultancy recently partnered up to produce a State of B2B Marketing Automation report [download page], based on a global survey of 355 B2B in-house marketing professionals from a mix of company sizes and industries. Here are 4 findings... READ MORE
Major Retail Brands Are Counting on AI to Improve Customer Engagement

Major Retail Brands Are Counting on AI to Improve Customer EngagementThere remains some confusion about AI's use cases, though.August 18, 2017

Two-thirds of CMOs and senior marketers at major retail brands such as Best Buy and Urban Outfitters will shell out upwards of $1 million on artificial intelligence (AI) and machine learning this year, including about one-fifth who will spend at least $50... READ MORE
Organizational Use of Digital Analytics Remains Immature

Organizational Use of Digital Analytics Remains ImmatureLess than half of analytics data is considered useful for decision-making.August 16, 2017

While the use of digital analytics is increasingly important to organizations, relatively few organizations have a strategy in place for analytics or measure the ROI from their analytics investments, according to a report [download page] from Econsultancy... READ MORE

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