It’s the biggest trick of all to pull off: a 360-degree view of all of your marketing channel metrics. Chances are, you’re already juggling at least a handful of channels. And chances are, the only metric you know for certain is that as the number of avenues continues to grow, you’re going to run out of hands. And sooner or later, something’s going to drop — probably your ROI.
So the heat is on. Duke University’s CMO Survey showed that the majority of marketing professionals are experiencing more pressure than ever before to prove the value of their campaigns, from start to finish and across all their channels — quantitatively. And 65 percent said they simply can’t.