Question

Topic: Research/Metrics

Research On Important Issues To Marketers

Posted by Markitek on 9/29/2008 at 10:42 AM ET 250 Points
I am looking for research that proves/disproves the hypothesis that the return on investment is the critical (or at least *a* critical) issue for marketing leadership today. I specifically need objective, 3rd party research that can be cited.

Many thanks for any help you can provide.
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RESPONSES

  • Posted by Dawson on 9/29/2008 at 12:20 PM Accepted
    I would suggest that you look at the research available from the CMO Council. I'd also suggest that you analyse why so called "accountable" media channels are growing at such a rapid rate via quotes from people moving investment into them.
  • Posted by koen.h.pauwels on 9/29/2008 at 12:43 PM Accepted
    The Marketing Accountability Standards Board (https://www.themasb.org/) has a great presentation supporting third party research on the matter, such as in the free downloadable presentation 'C-level views on Marketing ROI'. Mentioning even more research is Professor Dave Stewart in his presentation at the Marketing Science Institute conference on 'Marketing Metrics for the Connected Organization', available at:https://www.msi.org/conferences/conferences.cfm?conf=85&page=224.
    The same website also has my special report 08-203: "Dashboards and Marketing: Why, What, How and What Research Is Needed?"

    As this is my field, feel free to email me specific questions!

    Cheers
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