Welcome!

News Feed Item

The CMO Club and Visual IQ Team Up for Groundbreaking Study on Big Data and Marketing Attribution

The CMO Club, a membership organization exclusively for senior marketing executives for peer based learning and professional and personal growth, and Visual IQ, the leading cross channel marketing attribution software provider, today released a new study, "Building Bridges to the Promised Land: Big Data, Attribution & Omni-Channel." The study, based on findings from a survey of leading CMOs and heads of marketing in various industries, suggest that the vast majority of marketers (85 percent) are either not measuring their cross channel marketing performance at all, or are using antiquated methods, such as last click, which interferes with their ability to deploy omni-channel marketing strategies. The full report, which also provides best practices and actionable insights for leveraging Big Data for improved attribution and omni-channel success, is now available for free download.

Omni-channel marketing refers to a strategy where brands create a personalized, contextually relevant experience for each customer, across both online and offline channels, as well as across devices leveraging Big Data. CMOs have expressed confusion and uncertainty around aligning and integrating Big Data, marketing attribution, and omni-channel measurement and optimization in today’s increasingly complex marketing ecosystem.

The findings of this study support the fact that implementing an omni-channel strategy is challenging, and found there are two distinct elements missing from many programs. The first is an inability to harness Big Data, which is key to any omni-channel marketing strategy and that respondents shared as the highest priority over the next 12 months. Even mid-size marketing organizations today can generate more than 100 million marketing touchpoints per month, and to inform an omni-channel marketing strategy effectively, marketers must compare performance from every touchpoint. The second element is the implementation of advanced cross channel attribution, which only 5 percent of respondents are currently utilizing.

Other key findings of the report include:

  • Marketers don't have confidence in their current measurement capabilities – most respondents (70 percent) rated their ability to assess the impact of one channel on another as "Fair" or "Poor"
  • Mobile commerce/mobile advertising remains a priority for 2014 – in addition to harnessing Big Data, mobile commerce and mobile advertising are considered "Very Important" or “Slightly Important" to more than two-thirds of all respondents
  • CMOs agree on omni-channel obstacles – when it comes to implementing an omni-channel strategy, 85 percent of survey respondents feel their efforts are thwarted by both availability of or access to data and lack of tools or technology, while 82 percent of respondents felt an inability to measure cross channel performance was standing in their way

"I talk to hundreds of CMOs each year, and one of the challenges I've heard expressed over and over again is leveraging data in an effective and actionable way," said Pete Krainik, founder and CEO, The CMO Club. "The results of this study clearly support the notion that marketers must make the management of Big Data a top priority in order to benefit from omni-channel marketing."

"Consumers have come to expect a personalized experience, both online and offline," said Manu Mathew, co-founder and CEO of Visual IQ. "While the results of this study make it clear some work needs to be done for marketers to achieve omni-channel success, the good news is that there are currently marketing attribution solutions available to guide marketers down that road."

To view the study’s complete findings or learn more about its methodology, download "Building Bridges to the Promised Land: Big Data, Attribution & Omni-Channel" here.

About The CMO Club

The CMO Club -- for Senior Marketing Executives only -- is a 700+ membership organization designed to connect members for peer based learning, and inspire professional and personal growth. The unique purpose of The CMO Club is to bring Heads of Marketing together in an environment of openness and collaboration that enables them to excel at what they do and solve their biggest CMO challenges. Tailored exclusively for the benefit of senior marketing executives, The CMO Club hosts dinners and events, shares reports and research from marketing industry leaders, and leverages the first online engaged CMO community network.

For membership information, email [email protected] or call 323-388-8204. CMOs can request membership at www.thecmoclub.com.

About Visual IQ

Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimized media plans to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix – both online and offline. The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.

Visual IQ was named a leader in both interactive attribution and cross channel attribution by a leading market research firm in 2012, a finalist in the Best Sales & Marketing Intelligence Software category of the 2013 and 2014 CODiE Awards, and a finalist in the Most Influential Agency/Vendor category of the 2013 Digital Analytics Association Excellence Awards. The company is a member of the Advertising Technology, Data, Public Policy and CFO Councils of the IAB, as well as on the Standards Committee of the Digital Analytics Association.

Visual IQ can be reached at [email protected] or by visiting www.visualiq.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
How will your company move to the cloud while ensuring a solid security posture? Organizations from small to large are increasingly adopting cloud solutions to deliver essential business services at a much lower cost. According to cyber security experts, the frequency and severity of cyber-attacks are on the rise, causing alarm to businesses and customers across a variety of industries. To defend against exploits like these, a company must adopt a comprehensive security defense strategy that is ...
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
Many banks and financial institutions are experimenting with containers in development environments, but when will they move into production? Containers are seen as the key to achieving the ultimate in information technology flexibility and agility. Containers work on both public and private clouds, and make it easy to build and deploy applications. The challenge for regulated industries is the cost and complexity of container security compliance. VM security compliance is already challenging, ...
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...