OPINION: Better Marketing Metrics CMOs Can Give CFOs
The case for CMOs adopting a different set of metrics that provides a more accurate estimate of ROI through accounting for incremental sales.
Topic | Campaign Measurement
Rethinking KPIs and Campaign Measurement in a Post-Cookie World
How marketers can prepare for the demise of third-party cookies.
How L.L.Bean Mastered a Sophisticated Measurement Strategy
When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.
Discover CMO on Taking a Collaborative Approach to its ‘Especially for Everyone’ Brand Platform
Anthropologie CMO on Becoming Digitally-Proficient, Courting Younger Audiences and Creative Diversification
Google’s Global Measurement VP: Prioritize Tag Management in a Post-Cookie World
Landing a Role in the C-Suite: A CMO’s Best Advice
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