WHITEPAPER

Marketing Performance Optimization - Embracing Data & Analytics to Answer Marketing’s Top 5 Questions

Do you feel like marketers are facing increasing pressure and responsibility? Well, that’s exactly what’s happening. In Gartner’s latest CMO Spend Survey, marketing budgets climbed to 12% of company revenue. With that rise has come greater accountability, more technology, more lines of business reporting to marketing, and more data.

Marketers have a new set of questions to answer, with greater urgency:

• Which campaigns are working?
• Where should we spend our next dollar?
• Is our marketing spend and delivery on pace?
• Are the right audiences getting the right marketing?
• Are we creating a great customer experience?

In this whitepaper, we’ll examine these five questions through the lens of Marketing Performance Optimization (MPO)– a data-driven solution approach that gives marketers the information they need to answer these questions at every level of the organization.