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Sep 2017 - Web Conference: Tech Supplier - Doc # WC20170907

Hierarchy of Marketing Metrics: Measuring Marketing Success Like a CFO

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Author: Kathleen Schaub Program Vice President, CMO Advisory & Customer Experience
Abstract

This IDC Web Conference presents a discussion on marketing measurement practices that CFOs and leading CMOs find most useful. Marketing departments are under considerable pressure to be accountable. As customer engagement converts to digital, B2B revenue becomes increasingly dependent on marketing success. Never have there been more spreadsheets, dashboards, and analytics tools available to slice and dice any facet of marketing. But how should company executives measure the value of marketing investment? Join Kathleen Schaub, vice president, IDC's CMO Advisory and Customer Experience Practices to learn what marketing measurement practices that CFOs and leading CMOs find most useful.

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