CMOs Struggle to Optimize the Cross-Channel Marketing Mix

Few CMOs report using sophisticated multi-channel attribution methods, impacting their abilities to measure the effectiveness of their campaigns and optimize their strategies, according to [download page] a new report from the CMO Club and Visual IQ. Indeed, only 1 in 5 believe that they are good at quantifying the impact of one channel’s performance on another, and roughly 1 in 4 feel confident in their abilities to quantify the impact of offline and online channels on each other. Not surprisingly, few feel good about their ability to find the optimal mix of marketing touches. (more…)