Fournaise CEO survey finds that agencies lack ROI metrics, but what should they measure?
GLOBAL – Marketing services firm Fournaise has produced yet another study on the disappointed CEO, finding this time that 78 per cent of CEOs believe their ad and media agencies aren’t sufficiently performance-driven. But is the charge fair? And what can be done to move beyond such debates?
DATA POINTS: High time for marketers and CEOs to reconcile
The topic of metrics is one that will only continue to grow, and along with it often comes the assertion that marketers are out of touch with business requirements and goals. A recent study by Fournaise, a marketing performance measurement company, finds that although most CEOs believe marketers have lost sight of their core purpose, many chief executives also blame themselves for not being involved enough with the marketing department to demand more than 'feel good' advertising.
Seventy per cent of CEOs admit they no longer hold marketers accountable: Fournaise
GLOBAL - Seven in 10 CEOs hold themselves "somewhat responsible" for marketer's poor perceived business performance because they have given up on holding their CMOs accountable, according to a study by Fournaise.
CEOs to marketers: Get out of 'la-la land' and prove ROI
GLOBAL - By and large, marketers are failing to gain the trust of 80 per cent of CEOs surveyed by research firm Fournaise in its 2012 Global Marketing Effectiveness Programme.
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