营销分析：构建强大的数字分析计划

The CMOValue Playbook 5 strategies to boost influence and showcasemarketing’s value Only half of marketing leaders can prove valueand receive credit 5 steps to success for CMOs The 2024 Gartner Marketing Analytics and Technology Survey indicates that proving the value ofmarketing and receiving credit for business outcomes is a common challenge, with nearly halfof marketing leaders feeling it’s out of reach. 1Focuson marketing’s long-term,holistic impact. A deeper dive shows that just proving value isn’t always enough to get credit. Skepticism and traditionalbeliefs often stand in the way of recognizing marketing’s true value. 2Builda narrative about marketing’svalue for all stakeholders. 3Increasevariety and sophisticationof metric types. 4Expandleadership involvement indata and analytics (D&A) activity. Investin marketing talent toclose gaps. Gartner clients,see the full researchhere: How CMOs Prove Marketing’sValue and Receive Credit Focuson marketing’s long-term, holistic impact The challenge and opportunity Focusing on holistic, longer-term impact helps prove valueand get credit CMOs who adopt a long-term, holistic view are more successful in provingmarketing’s value and gaining credit. In contrast, only 30% of those focusingon short-term initiatives reported success. Recommended actions 1. Measure long-term value.Capturing marketing’s effect over time requiresmore advanced approaches to measurement like measuring brand health andmarketing mix modeling (MMM). Learn more: •Market Guide for Marketing Mix Modeling Solutions;•Brand Health Measurement: Four Methods to Measure theFinancial Impact of Branding 2. Create a holistic view of marketing’s impact of business results.Developa comprehensive view of marketing’s value across six “value vectors”:Connection to Strategy, ROI Story, Critical-Project Impact, Insight Engine,Empowering Others and Optimizing Resources. Learn more: Communicate Marketing Value and Impact to Internal Audiences Builda narrative about marketing’s value forall stakeholders CEOs and CFOs are the most skeptical of marketing’s value. Stakeholders most skeptical of marketing’s value CMOs aiming to foster a strong relationship with their CEO and CFO shouldunderstand their main priorities and views on marketing. This insight will helpyou craft a compelling narrative that resonates with them when demonstratingmarketing’s value and seeking recognition. Sum of top 3 and first choice CEOs tend to believe … •Marketing is crucial, but measuring its direct impact on our bottom line canbe challenging. •Marketing must move from being a cost center to a profit driver.•Marketing should demonstrate its impact on the overall business strategy. CFOs tend to believe … •Marketing’s broad range of activities makes it challenging to pinpointfinancial accountability.•Investments in marketing dollars need to show a clear and directlymeasurable impact on revenue and growth.•Marketing’s impact is often subtle and temporary, as many of its effortsare geared toward indirectly influencing engagement and perception. Get started:Key Stakeholder Shortlist Template It may not always be possible for CMOs to tell a consistent value story tostakeholders. It also may not be appropriate, especially when education andinfluence is required to address specific stakeholder misconceptions andconventional wisdom. In these cases, there is significant value in using atailored approach. CMOs often struggle to demonstrate marketing’s value to their peers, facingvaried levels of understanding, conventional wisdom and skepticism. The Gartner Marketing Analytics and Technology Survey examined howtime frame and breadth informed the best approaches for demonstratingmarketing’s value. Use the editable, blank template to better understand your stakeholders. •For those who use a short-term, individual investment approach: Tailoringthe value story to specific stakeholders saw a 15% increase in their ability toprove value and get credit for business outcomes. Gartner clients,see Toolkit: The CMO’s Playbook for ProvingMarketing’s Value to the C-Suite •For those who use long-term, holistic view: Using a consistent value storysaw a 19% increase in their ability to prove value and get credit for businessoutcomes. Increasevariety and sophistication of metric types Prioritize a variety and sophistication of metric types. Percentage of marketing leaders able to prove value and getcredit for business outcomes The 2024 Gartner survey found that using a variety of metrics makes it 26%more likely to prove value and get credit. However, it’s not just about variety;it’s the quality of the metrics that matters. The survey also found that usingat least one high-complexity metric type drives a 1.5x increase in likelihoodto prove value and get credit. By use of high-complexity metric types to communicate marketing’s value The survey assessed marketing leaders’ use of threehigh-complexity metrics: 1.Relationship 2