Marketing measurement: The CMO effectiveness toolkit

Marketing measurement: The CMO effectiveness toolkit

Marketing measurement: The CMO effectiveness toolkit

In a dynamic market, CMOs face heightened challenges in justifying marketing budgets. Ian Gibbs, Director of Insight and Planning at the Data and Marketing Association (DMA), unveiled insights and strategies in his session, "Marketing measurement: The CMO effectiveness toolkit," during the Technology for Marketing event.

🎙 Listen to the Full Session:


Key Insights:

  • 🚀 Short-Termism Challenges: Gibbs delved into the challenges posed by a short-termist market dominated by price sensitivity and promotions. This environment, while driving immediate gains, can erode brand loyalty and hinder long-term growth.

  • 💡 Balancing Price and Branding: Emphasizing a strategic balance, Gibbs advocated combining price promotions with brand-building activities. This approach aims to create emotionally connected consumers who are less price-sensitive, fostering sustainable growth.

  • 📊 Complex Metrics Communication: The talk underscored CMOs' struggle to communicate marketing effectiveness in the boardroom due to metric complexity. Gibbs stressed the importance of focusing on metrics aligned with business outcomes for clearer communication.

  • 🎯 Measuring What Matters: Gibbs advised CMOs to measure what truly matters, encompassing business effects, brand effects, and response effects. This approach brings clarity and aligns marketing efforts with broader business goals.

  • 📈 Contextualizing Performance: Marketers were encouraged to benchmark their performance against industry standards. This contextualization provides valuable insights into relative effectiveness and identifies areas for improvement.

  • 🌐 Stimulating Future Demand: Gibbs highlighted the significance of stimulating future demand through brand building and nurturing creativity. This strategic approach serves as a guide for navigating challenges in the evolving marketing landscape.

News for You

View all Content Hub
  • "Technology for Marketing is superior because of the quality and vetted range of visitors. We're definitely coming next year, we have already signed..."
    Event Manager, Dot Digital
  • "We come to Technology for Marketing to grow our presence into the UK from Europe. We have had very good conversations - hope to join next year"
    Content Marketer, Deployteq
  • "We came to Technology for Marketing to expose our brand in front of UK retailers, and introduce new AI focused products and services. We are most likely to attend again based on the result."
    VP Marketing, Insider
  • "A good mix of job titles with senior marketing teams - will definitely join next year."
    Product Marketing Manager, Upland
  • "We have been sponsors for three years. It is one of our best forming tradeshows and a no brainer. I really love the way its runs. Sarah Tully is a joy to work with. It is the right type of people that we are trying to meet. Absolutely will join next year."
    Events Manager, Klaviyo


We couldn't run the event without the support of our fantastic sponsors


and our amazing media partners




Sign up for the Technology for Marketing newsletter to keep up to date with industry news featuring interviews and content by our industry-leading speakers.

Subscribe here