The Roadmap For Marketers Who Lead

Driving brand growth through marketing has never been more important—or more complex. With this in mind, we launched the first in an annual series of CMO reports. Our research, based on in-depth interviews and extensive survey data, is a look into the minds of today’s CMOs as they tackle the challenges of an increasingly fragmented marketplace.

Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels. CMOs made it clear that it’s not more data they’re looking for, rather better insight.

DESPITE THE PREVALENCE OF NEW ADVERTISING AND PROMOTIONAL CHANNELS AND SIGNIFICANT INVESTMENTS IN DATA AND TECHNOLOGY, MARKETERS ARE STILL STRUGGLING TO GENERATE AND TO PROVE SALES RESULTS IN AN INCREASINGLY OMNICHANNEL WORLD.— ERIC SOLOMON, SVP, NIELSEN

ROI measurement, marketing technology and advertising waste are key concerns among marketers.

79%

of CMOs expect to invest more in marketing analytics and attribution over the next year

74%

of CMOs have little to no confidence they have the right technology in place to achieve their marketing goals

82%

of CMOs ranked reach and frequency measurement as their most important capability