CMOs Prioritize Advertising Metrics Among Data Sources

CMOs have a variety of ways to obtain data that guide their decision-making, though many are frustrated with the lack of tools to gain insights, the CMO Council and market researcher GfK found in a global survey of marketing leaders. Among the data that help marketers to improve key performance indicators (KPIs), media metrics were ranked as the most significant. About two-thirds (67%) of marketing leaders worldwide said content response and conversion data are helpful, and 64% said ad...