In a 2017 survey of chief marketing officers, only two in five (39.5%) CMOs said that they were able to prove the impact of their marketing spending quantitatively and in their latest survey nearly two in three marketing leaders report that they are feeling pressure from the CEO or board to ‘prove’ the value of marketing. Join this roundtable for the chance to identify and discuss the current opportunities and challenges in this area.
Suggested discussion topics include:
- How are companies measuring the effectiveness of their marketing, particularly around long-term vs. short term activities (eg. Customer Lifetime Value vs Return on Investment)
- What challenges are companies facing around proving the effectiveness of marketing and what do they feel would really help improve this?
- How are companies measuring campaigns by channel vs omnichannel and using attribution models?
- How are companies approaching how they are measuring brand campaigns compared to direct response campaigns?
- How well are companies using the information gathered on the impact of their marketing?
Who Should Attend?
Exclusively available for Advanced Econsultancy subscribers, these Roundtable sessions are best suited to those in senior positions. We ask that attendees have something to contribute to discussions as well as areas in which they'd like to learn to ensure conversation is beneficial to all.
We aim to ensure a healthy balance between brand and supply-side participation with subject experts in attendance to deliver an open, productive and rounded conversation for all. Attendance is limited to one participant per organisation. There are strictly no sponsors or journalists present. All roundtables are facilitated by Econsultancy.
To find out more, please call the subscriptions team on 0207 970 4322 or email us on firstname.lastname@example.org
Held at Etc Venues, Tenter House, Moorgate, timings for this session are:
12:00 - 12:30 Registration and welcome tea/coffee and Lunch
12:30 - 14:00 Roundtable discussion (90 mins) facilitated by Econsultancy