[Although third-party cookies will soon be a tool of the past, marketers can still achieve sweet victory. Our analytics expert Andy Hasselwander shared his advice with DestinationCRM on what marketers should do to achieve successful marketing campaigns while navigating the post-cookie world.]
It’s no secret that marketing executives are feeling the heat. Budgets are down, and it’s tougher than ever to make the case that they should go up. Marketing budgets as a percent of revenue fell from 11 percent in 2020 to 6.4 percent in 2021—the lowest in Gartner’s history of tracking CMO spend—and 71 percent of B2C marketing executives say it’s very or extremely challenging to demonstrate marketing’s value to the board.
Successfully defending the marketing function requires measuring marketing effectiveness. This means accurately measuring all marketing channels in a mutually exclusive, collectively exhaustive way, increasing spending where there is marginal room for efficient growth, and cutting ineffective spending. Of course, that’s easier said than done. For businesses looking for innovative ways to measure and optimize marketing effectiveness across channels and up and down the funnel, here are five strategies that have been proven to work . . .
To read the full article on DestinationCRM, click here.