CMOs must show marketing’s contribution to measurable business outcomes to justify future marketing investments. However, the volume of data; the growing number of devices, platforms, and touchpoints; and varying levels of marketing initiatives challenge CMO efforts to build a cohesive measurement strategy. This report helps B2C and B2B marketing leaders build a layered measurement strategy across the marketing hierarchy that helps streamline costs, builds trust with nonmarketing colleagues, and uncovers more effective ways to engage buyers.