Organizations with comprehensive standards in place to measure the efficiency and effectiveness of their digital and traditional marketing strategies are doubly likely to see significant growth year-over-year, according to a new report from The Chief Marketing Officer Club.
According to "The Real Drivers of Brand Growth in a Digital World," despite having access to advanced analytics tools and more consumer data than ever before, 72 percent of the more than 60 CMO Club members surveyed reported business growth rates of less than 10 percent in 2018.
Many of those who cited double-digit growth, however had at least one thing in common: a unified approach to measuring both online and offline marketing efforts. Just over half of respondents had a unified strategy in place, and were found to be two times more likely to report growth over 10 percent than their peers with separate measurement systems for traditional and digital marketing.
View the full report here.
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