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
"We're here to tell the world about our cloud-scale infrastructure that we have at Juniper combined with the world-class security that we put into the cloud," explained Lisa Guess, VP of Systems Engineering at Juniper Networks, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"I think DevOps is now a rambunctious teenager – it’s starting to get a mind of its own, wanting to get its own things but it still needs some adult supervision," explained Thomas Hooker, VP of marketing at CollabNet, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, provided a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services with...
"We want to show that our solution is far less expensive with a much better total cost of ownership so we announced several key features. One is called geo-distributed erasure coding, another is support for KVM and we introduced a new capability called Multi-Part," explained Tim Desai, Senior Product Marketing Manager at Hitachi Data Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"I'm here to leverage my secret sauce, which is using outsourced development and the company that I utilize is delaPlex Software and they've basically allowed me to win Fortune 500 companies," noted Justin Witz, CTO of FRA and PlanTools, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We provide IoT solutions. We provide the most compatible solutions for many applications. Our solutions are industry agnostic and also protocol agnostic," explained Richard Han, Head of Sales and Marketing and Engineering at Systena America, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"As we've gone out into the public cloud we've seen that over time we may have lost a few things - we've lost control, we've given up cost to a certain extent, and then security, flexibility," explained Steve Conner, VP of Sales at Cloudistics,in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We are an IT services solution provider and we sell software to support those solutions. Our focus and key areas are around security, enterprise monitoring, and continuous delivery optimization," noted John Balsavage, President of A&I Solutions, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
As enterprise cloud becomes the norm, businesses and government programs must address compounded regulatory compliance related to data privacy and information protection. The most recent, Controlled Unclassified Information and the EU’s GDPR have board level implications and companies still struggle with demonstrating due diligence. Developers and DevOps leaders, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by in...
"Peak 10 is a hybrid infrastructure provider across the nation. We are in the thick of things when it comes to hybrid IT," explained Michael Fuhrman, Chief Technology Officer at Peak 10, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We were founded in 2003 and the way we were founded was about good backup and good disaster recovery for our clients, and for the last 20 years we've been pretty consistent with that," noted Marc Malafronte, Territory Manager at StorageCraft, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.