Marketing metrics and analytics — done right — can be a strategic enabler of trust, greater budget, and increased business impact. Today’s CMO is allocating more time and budget than ever before to understand marketing’s performance and influence on growth.

Gartner found that marketing analytics earns the greatest share of marketing budget at 9.2%, while a recent CMO Survey from Deloitte and Duke University’s Fuqua School of Business found that spending on marketing analytics is forecasted to increase by nearly 200% in the next three years.

What's in the guide?

• Establishing a culture of accountability 
• Planning programs with ROI in mind
• Creating a framework for measurement 
• Embracing revenue analytics 
• Marketing performance measurement
• Mastering the art of forecasting 
• Building dashboards to inform decisions
• Implementation across teams, tactics and technologies