| Marketing performance accountability – evolving from campaign to customer-centric perspectives | ||
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Today’s empowered consumers are outrunning traditional marketing campaigns and behaving in an entirely non-linear fashion, creating their own unique buyer’s journey. Working to understand this new environment, marketers find themselves looking for ways to address major challenges such as performance transparency, ROI accountability and demonstrating the effectiveness of a new approach.
Leading marketers are identifying key ways to evolve their strategies in response to empowered customers. They’re incorporating insights from new ‘customer-centric’ metrics of success in parallel with established marketing KPIs.
Join our guest Cory Munchbach of Forrester Research and Catherine Frye of IBM as they discuss:
- Marketing challenges in a post-campaign, customer-based world
- Specific objectives marketers must focus on to find success
- Tools that can help calculate, analyze, report and share marketing ROI and demonstrate accountability back to the organization
Speakers:
