If you’re pitching your media and services to CMOs, it helps to get into their heads. Dentsu analysts have done that for you.
More than ever, large companies are focused on cutting costs and measuring performance. At the same time, Chief Marketing Officers (CMOs) are struggling to adopt best marketing campaign management (MCM) principles. This topic is the focus of a new book Data-Driven Marketing – the 15 Metrics Everyone in Marketing Should Know by, Mark Jeffery, senior lecturer of technology at the Kellogg School.