Report

September 2002

Mastering Marketing Measurement

Jim Nail 		Measurement will usurp CRM as the focus of marketing automation apps. But postcampaign metrics alone won't satisfy CEOs. Marketers will seek tools that model outcomes from multiple budget allocation scenarios.
by Jim Nail with Chris Charron, Eric Schmitt, Sadaf Roshan

INTERVIEWS
  • Measuring marketing is the top technology priority.
  • 60% of companies will increase spending on marketing technology next year. Only 54% will increase ad spending.
  • Marketers are looking to vendors for technology advice.
ANALYSIS
  • Correlative measurement links marketing to business goals.
  • Measurement data and tools enable results forecasting.
WHAT IT MEANS
  • Impact, not ratings, drives media selection.
 
Figures & Data
  • Figure 1.  Marketers Embrace Automation Technologies
  • Figure 2.  Marketers Choose And Fund Technology
  • Figure 3.  ROI Concerns And Low Technology Awareness Restrain Spending
  • Figure 4.  Correlative Measurement Untangles Complex Channel Dynamics
  • Figure 5.  The Correlative Measurement Road Map
   
RELATED MATERIAL 
  • Online Resources
  • Methodology
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Reaching out across the marketing/IT gulf.
  • Marketers: Start simple.
  • All marketing becomes direct marketing.
  • There's no hiding place down here.

 

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