Best Practices Report
Rocking the Boat: Marketing Best Practices for the 21st Century By Jerry Rackley, Chief Analyst June 2014
© 2014 Demand Metric Research Corporation. All Rights Reserved.
TABLE OF CONTENTS
3
Introduction
20
Successful Marketing Leadership
5
Modern Marketing Dilemma
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About the Research Analyst
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Current Marketing Challenges
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Our Best Practices Report Methodology
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Modern Marketing Performance Management
24
About Adometry by Google™
17
Practical Attribution Application
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About Demand Metric
Best Practices Report: 21st Century Marketing Manifesto
INTRODUCTION Marketers have long been challenged to prove how their actions, campaigns and initiatives are responsible for generating business results. This isn’t a new challenge – late 19th century retailer John Wanamaker, a marketing pioneer considered by many as the father of modern advertising, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Intuitively, marketers understand that their efforts influence business results, but marketers have not endeavored to learn the degree to which they do so for a variety of reasons. Some haven’t had to, because strong business results let them off the hook. More than a few fear knowing the truth. Others don’t feel they have the resources to pursue an answer, and still others believe that understanding the relationship between marketing efforts and business results is unknowable with any degree of precision. Whatever the reasons, the myth that marketing cannot truly understand the impact of what it does perpetuates. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Challenging the abilities of the marketer is the increasingly complex customer journey. A larger portion of this journey is intentionally completed without vendor interaction and therefore hidden from the marketer. It is the norm for it to occur across multiple devices and through a multi-channel media stream. The old marketing order believes that it’s too difficult to understand or measure the influences holistically during the customer journey. The customer journey seems like a black box – the prospect enters it an immediately disappears from sight. We toss content, digital experiences, and every creative tactic we can into that black box hoping the prospect stumbles across them. Sometimes the prospect exits the black box and becomes a customer, but other times not. It seems there’s no way of knowing which content, through which channel influenced the prospect while inside the black box, so marketers must use their instincts and what little intelligence we can glean to tweak what we throw into the black box. At best, we see some incremental improvements, and there’s tremendous uncertainty about connecting activities to results.
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Best Practices Report: 21st Century Marketing Manifesto Imagine the power of connecting these dots, of knowing the causes and effects of marketing’s work. How much more intelligently could we optimize the multi-channel mix most of us use? How much farther could we stretch our marketing budgets by knowing what really isn’t working and exactly what is? How easy would justifying the marketing spend be when we’re not guessing which efforts produced results, and to what degree? How would it feel to be right at home in an ROI discussion about our work? When someone asks, “what have you done for us lately?” to have an authoritative answer that puts to rest any doubt? This is the new marketing order, and it’s not futuristic science fiction, but something marketers can embrace here and now. The purpose of this manifesto is to express the vision for this new marketing order and call marketers to it. In this data-driven, multi-channel marketing world in which we now operate, marketers can eliminate the guesswork about how their activities are creating results.
To accomplish this goal, this manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
MODERN MARKETING DILEMMA In the history of marketing, there has never been a more exciting, challenging, rewarding and apprehensive time for the marketing profession than right now. Clare Price, VP of Research at Demand Metric, puts it this way in the 2014 Outlook Study:
A More Complex Customer Journey Another challenge to the modern marketer is the evolution of the customer journey, which now occurs not just through multiple channels, but multiple devices as well.
“More than ever before, Marketing has direct control over the sales/buying process and with it the customer journey. That change has given Marketing more opportunity to prove its value to the company, while at the same time increasing pressure to deliver results with measureable advances in performance and productivity.”
Multi-channel Marketing There was a time when marketers would direct mail a piece to a list of prospects, and then wait for responses. Marketers could easily do the analytics and tracking to match responses to the mailing, determine the conversion rate, cost to acquire a customer and the ROI. It was easy to understand what produced the conversion, because not only was it the last thing the consumer saw, it was the only thing the consumer saw.
The set of things about which the modern marketer is concerned with simply continues to expand. Consider just the tools and technologies marketers have at their disposal, as illustrated in Marketing Technology LUMAscape (Figure 1, Page 6) published by Luma Partners in 2014.
When the internet evolved into a marketing platform, the old metrics were used, with help from cookies and tags to track everything and detect conversions. Initially, this approach worked, but as the number of online channels continues to proliferate, the challenge for the marketer is to get clarity of insight into what’s happening because of this media stream.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
Figure 1: Marketing Technology LUMAscape; Published by Luma Partners, 2014
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Best Practices Report: 21st Century Marketing Manifesto Which elements best create awareness, promote and produce conversions? The influence of the old way of assigning credit for conversion persisted: last click attribution. This form of attribution assigned full credit for conversion to the last piece of media in the stream, regardless of how diverse the media stream was. But marketers need a much more precise understanding of how all media is performing, so they can make better decisions and develop better strategies and tactics.
Marketing Across Devices In addition to the broadening array of channels marketers have at their disposal is the proliferation of devices. Consuming content across multiple devices is now the norm for most people. It may start with a mobile device, but often ends somewhere else, as the infographic from Google illustrates in Figure 2 to the left.
Figure 2: The New Multi-Screen World, Published by Google, 2014 © 2014 Demand Metric Research Corporation. All Rights Reserved.
This proliferation of devices is a boon to consumers, but a challenge to marketers that need to track all the activity, regardless of which device on which it occurs.
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Best Practices Report: 21st Century Marketing Manifesto The Data Deluge & Big Data Marketing With the proliferation of channels and devices comes a deluge of data. For marketing organizations that are already very data centric, this rush of data is seen as a good thing, although it’s availability still poses some challenges. The simple fact is that without data, optimizing the media mix can only occur through educated guesswork. To have any sort of precise view about media performance requires availability of the data, the systems and tools to understand it, and the will to go where the data leads you.
and from every direction. Turning all this data into actionable information requires skills, bandwidth or tools many marketers just don’t have or don’t think are available. To cope, some marketers simply attribute conversion credit to the last element touched or clicked. This approach, however, is wholly inaccurate, primarily because the volume of media is so substantial and varied. The longer the media stream, and the more varied it is, the less likely it is that last click attribution accurately reports the performance of that media stream.
Turning all this data into actionable information requires skills, bandwidth or tools many marketers just don’t have or don’t think are available.
Marketing ROI and Accountability No modern marketer disputes that the rules and norms of marketing have changed with the advent of online marketing. What hasn’t changed is the need for marketing to provide accountability to the business for its performance.
While it sounds simple, exploiting the data in practice isn’t always easy. The amount of user-level data increases with channels and devices. Where once it was relatively easy for marketers to understand the performance of the one or two channels they were using, they’re now faced with a barrage of data arriving in real time © 2014 Demand Metric Research Corporation. All Rights Reserved.
The challenges of the 21st century marketing environment make accountability more difficult to prove. It’s unacceptable for marketing to just ask the rest of the organization to just “take our word for it” when asked how effective its campaigns are.
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Best Practices Report: 21st Century Marketing Manifesto There’s no shortage of data that marketing can present to the organization as evidence of its efforts: impressions, clicks, unique visits and an entire marketing dashboard of various metrics exit. What the organization really wants to know, particularly those in the C-suite, is: How do any of these metrics translate into something we care about? What revenue is directly attributable to marketing campaigns? What is the marketing ROI? What incremental revenue can marketing produce with additional funding? Marketing is expected to fully participate in such discussions, just like the other parts of the organization do. To address all of these marketing challenges, marketers need a technology platform that gathers and matches data at a user level across multiple channels and device types, letting marketing change the channel mix as needed while still tracking conversions accurately.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
CURRENT MARKETING CHALLENGES Figure 3: Media Element Response Curve
Silos and Multi-channel Optimization Because there are more marketing channels and devices at our disposal today, the marketing landscape is quite fragmented. With so many digital paths marketers can choose to reach their targets, it’s almost impossible to understand the impact each one is having. Marketers have tried to come up with ways to measure their efforts, but these efforts at best result in silos.
Media Element Response Curve 18 16
Conversions
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The silos of marketing data are reflected in the way many modern marketing organizations are structured. Today we see separate functions for analytics, offline, digital and others. These are essentially silos that reinforce how reporting is done. The result is that there is no single source of data or system of record for marketing leaders to use to understand how the marketing function is performing.
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Marketers often use response curves to predict how a campaign will perform, and they are built on the assumption that past results predict future performance. A sample response curve is depicted in Figure 3.
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Best Practices Report: 21st Century Marketing Manifesto In a single media element (channel) marketing campaign, a response curve is a useful tool for predicting performance. Most modern campaigns, however, are not one-dimensional but multi-channel. Marketers that use a response curve can unwittingly become hostage to it, attempting intra-channel tweaking and modification that at best yields basis point-sized improvements. The reason this approach is flawed is because it cannot account for the influence of other channels on customers who convert. Consider an email marketing campaign, for which a response curve is built using past performance metrics. The email send occurs and some recipients use search to investigate the sender. A pay-per-click is served to the searcher, who eventually ends up on the sender’s website where additional content is consumed. In this scenario, a number of media elements entered the stream and had various levels of influence. However, the response curve is deaf, dumb and blind to their existence. Using the response curve to optimize a campaign is analogous to diagnosing a car’s mechanical problems by looking only at the tires. Sometimes it works, but usually it doesn’t. Better solutions are needed for true multi-channel marketing.
Using the response curve to optimize a campaign is analogous to diagnosing a car’s mechanical problems by looking only at the tires.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto Bringing True Marketing Strategy to the Table Marketers desire to be part of the strategic planning and decisionmaking processes in the organizations they serve. Indeed, marketers can bring brilliant insights and a unique, needed perspective to the “big decisions table” within their companies. The risk for marketers, however, is that the inability to answer some questions about their work with conviction and authority can jeopardize their leadership role. Ironically, many of these questions seem very operational, but the inability to answer them precisely creates doubt about marketing’s ability to contribute insights in other areas. Examples of these “tripwire” questions include: What is the incremental contribution of each marketing channel, above “business as usual?” In the multi-channel world that marketers exploit, rarely do they all influence equally and outside the influence of other channels. Yet, it’s important to know the degree to which each channel in the media stream contributes to conversion. Most marketers don’t have this data for each channel; just for the media stream as a whole. © 2014 Demand Metric Research Corporation. All Rights Reserved.
If it becomes necessary to increase or decrease marketing, which channels are candidates and what is the expected outcome? Few marketers have the luxury of never needing to worry about changing budgets. Where would cuts hurt the least, or conversely, where would some additional funding help the most? For most marketers, fluctuating funding is essentially a controlled experiment where changes are made, one channel at a time if possible, to see what happens. It’s far more ideal to have precise marketing performance data about each channel in the media stream to know in advance what impact changes will have. How do tactics, devices and audiences perform across channels and what is the interplay? Customers experience the media stream across a variety of devices, platforms and through various channels. How is this interaction occurring, and which types of interaction produce the most conversions? Having this knowledge is essential to optimizing the mix of marketing tactics, channels and devices, but since the data is often in silos, it’s hard for marketers to understand the relationships, yet alone make decisions to leverage them more effectively.
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Best Practices Report: 21st Century Marketing Manifesto What is the optimal marketing spending mix within each channel based on a desired business outcome? Most marketers have experience to tell them that the relationship between spending and results is not linear, nor is it exponential. But what is it exactly? Largely unknown, when there is no precise attribution data. When the organization comes knocking, asking how much marketing needs to spend to produce an additional $25 million in revenue, it expects an answer from marketing that is more than just an educated guess. Each of these questions is a legitimate, fair question for marketing. It is important for marketing to have the acumen and ability to answer questions like these if they want to retain their seat at the big decisions table. When the media world was much simpler, marketing could answer them pretty well. In the 21st century, the complex media and device landscape has made the answers to these questions more elusive, at least when 20th century approaches are used to find them. In fairness, answering any of these questions with precision was once out of reach, but the environment has changed. The answers are available, if marketers are willing to seek them.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
MODERN MARKETING PERFORMANCE MANAGEMENT Marketers understand attribution, at least conceptually, and all marketers have a desire to know how to attribute their efforts to results.
Marketers understand that different aspects of a media campaign have different goals. Early in the campaign, the goal is usually awareness, which other elements harvest later in the campaign.
In marketing campaigns, what typically happens is that the marketing measurement methods are set up for each channel, and when someone converts, credit is given to the last element in the media stream. This last click attribution approach, however, is inaccurate, giving marketers a false sense of precision, because the decision to convert was driven by the entire media stream that users are seeing, not just a single element. There is a better way.
Because of these differences, marketers need to consider the whole stream of media through the dimension of time, as buyers are consuming it. Using data-driven attribution, fractional credit for conversion is allocated to those media elements that are tangibly responsible for helping drive someone toward conversion.
Data-Driven Advanced Attribution This approach very accurately allocates credit across the full stream of media that a user sees as they are going through the purchase funnel and interacting with content. Data-driven attribution helps marketers know what pieces of content or media elements are really responsible for someone converting, and to what degree. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Marketers can now know which ad units were responsible for conversion and how far out they were seen from the conversion event. They can identify the media elements that were “promoters” – moving interested prospects toward conversion, and of course, which media element(s) had the greatest influence on conversion. Data-driven attribution provides marketers with accurate and actionable marketing data.
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Best Practices Report: 21st Century Marketing Manifesto Data-driven attribution isn’t difficult to understand, but it represents a change in thinking and a new way of getting clarity on what’s happening within a marketing campaign. Last touch attribution is a faulty way of measuring results, providing a false sense of precision. Data-driven attribution provides clarity on exactly what’s happening with a marketing campaign, enabling marketing to make better decisions which leads to better strategies and tactics to improve response and conversion rates.
Not Your Father’s Marketing Method In this age of rapid commoditization of products, democratization of information and with consumers controlling how much marketers can influence their decision process, advanced, datadriven attribution creates a strategic advantage. What hasn’t changed in this modern marketing era is that marketing success depends on its ability to drive awareness, interest, desire and ultimately action. What has changed is this process occurs in a more complex environment, across multiple channels, devices and at greater velocity. The internet has changed almost every © 2014 Demand Metric Research Corporation. All Rights Reserved.
aspect of the marketer’s workbench, things like speed, reach, targeting and complexity. The sands of the marketing landscape are shifting under the marketer’s feet, requiring tremendous agility.
In the old way that marketing executed campaigns, conversion credit usually went to the bottom of the marketing funnel activities, with top-of-funnel activities getting little or no credit. Data from the bottom of the funnel has always been easier to get. Making campaign decisions on this data leads to heavier and heavier investment in demand harvesting. This produces some short-term results, but the pendulum ultimately swings too far to demand harvesting, causing marketing results to shrink for one simple reason: too little awareness building is occurring. When this realization sets in, the pendulum swings the other way, often too far toward awareness building, because decisions about where to invest the marketing spend are simply reactions after-the-fact to dwindling results.
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Best Practices Report: 21st Century Marketing Manifesto Real-Time Marketing Measurement Without the data an data-driven attribution solution provides, marketing organizations will continue to ride the pendulum between demand harvesting and awareness building, sometimes coming close to the ideal balance, but always guessing and often erring.
Even when a marketer gets the balance right, it’s always temporary because the optimal media mix is a moving target, and the old ways of managing campaigns is analogous to driving forward by looking in the rear-view mirror. Having an attribution platform in place that measures how everything is working in real time produces better results and creates a significant competitive advantage.
Without the data an data-driven attribution solution provides, marketing organizations will still find themselves riding the pendulum between demand harvesting and awareness building, sometimes coming close to the ideal balance, but always guessing and often erring.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
PRACTICAL ATTRIBUTION APPLICATION As Data-driven attribution sounds great conceptually, but how real is it? Concepts, while interesting, can only deliver value when they become real. As a solution, data-driven attribution is just beginning to emerge from the “early adopter” stage of the solution lifecycle. While adoption is not yet widespread, there are organizations like Bluestem Brands that are using it, and there is much to learn from their experience. Bluestem Brands: Advanced Attribution Case Study Bluestem Brands, Inc., a top 100 retailer, is headquartered in suburban Minneapolis, and is the parent to three fast-growing eCommerce retail brands: Fingerhut®, Gettington.com® and PayCheck Direct®. Scott Holthaus is the Digital Marketing Manager at Bluestem, and when he took his current position in 2013, he encountered some confusion in the business about how consumers were interacting with the brands across channels. His first objective was to try to understand the incremental contribution of each channel to the results of any and all marketing campaigns. The Bluestem culture is very data-centric, and a test-and-learn mentality prevails in the company. This culture created an ideal environment for Holthaus as a digital marketer because data-driven attribution appeals directly to that data-centric culture and provides the holy grail of marketing measurement efforts: a precise understanding of how the company’s digital media is impacting incremental sales lift.
Before Bluestem began implementing the Adometry attribution platform, last click or last touch methodology was used in some makeshift models surrounding the use of catalogs. Bluestem historically was a big catalog retailer. Now, more than half of the purchase activity is online. Today, when someone purchases online, they have the opportunity to enter a catalog number. If they do, the catalog channel gets 100% credit for the sale, even though other channels influenced the purchase.
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Best Practices Report: 21st Century Marketing Manifesto When Holthaus joined the Bluestem team, he noticed that media decisions and budgeting was based on the last click attribution model. Simultaneously, one of the CFO’s objectives was greater efficiency in media spending, so the company had pursued figuring out the ideal media weight as a top priority over the previous 18 months. The last click attribution model made it difficult to determine the ideal media weight with any precision. Holthaus brought to Bluestem his experience using data-driven attribution from a previous employer. He understood the importance of knowing the fractional attribution rate of the full media stream, so he knew that to fully leverage its media spending Bluestem needed data-driven attribution to optimize the marketing spend. Holthaus states:
“As a digital marketer, this was one of the most important things for us to look at. It’s exciting as a marketer to understand what’s driving the incremental impact. Without a data-driven attribution model, Bluestem could not get to a level of granularity of how media is working together in real-time.”
Holthaus has several industry peers as acquaintances, many in prominent retail organizations. When he asks them about attribution, he’s learned that many of these companies aren’t there yet and are using last click/last touch models, if they’re doing anything at all. The experience that Holthaus has with datadriven attribution has helped him position Bluestem ahead of its peers in understanding how each element in the media stream is performing and what is the ideal media weight. Data-driven attribution was not difficult to justify at Bluestem. Holthaus explains:
“Our CFO is very involved in understanding the major industry trends. When I arrived, he was already aware of data-driven attribution and had inquired about. Bluestem is very focused on results and understanding data, therefore, it was not a hard sell.”
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Best Practices Report: 21st Century Marketing Manifesto Implementation is also going smoothly.
“The technology side isn’t that bad. I expected it to be harder, but most of the work is pixel implementation or tagging. Implementing tags across channels hasn’t been as difficult as it might sound. The process has gone smoothly, better than I expected.” Because data-driven attribution is an emerging solution, Holthaus expects most marketers to question the metrics and attribution methodology, to have some skepticism. Holthaus concludes:
“I have seen the data-driven attribution methodology and I believe in it. It is the right way to look at attribution. It shouldn’t be too difficult for people to get it.”
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
SUCCESSFUL MARKETING LEADERSHIP It wasn’t so long ago that the Chief Marketing Officer (CMO) was the shortest tenured executive in the C-suite. The too short job span of a new CMO was often about 18 months. A new CMO would replace a fired one who failed to get results. The new CMO would spend about six months at the front-end figuring out what to do, often by intuition since there were no systems in place to provide clear insights, another six months launching initiatives, and a final six months looking at results. If the plan worked, the CMO remained employed. If not, the revolving door to the CMOs office would spin again. A quantum shift is occurring for CMOs. They are taking more control of their destiny by becoming more analytical. Data-driven attribution is playing a key role in the renaissance of the CMO, providing a comprehensive media performance platform that gives insights not previously available. With these insights, CMOs are achieving measurable results that are transforming the marketing team into a revenue-generating center.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Data-driven attribution also has some serious competitive implications. In really competitive markets with lots of digital media, companies not using data-driven attribution will suffer at the hands of competitors who are. Those competitors will have clarity of insight about where conversion credit belongs. Those not using data-driven attribution will buy media that doesn’t necessarily work, while their smarter competitors will buy only what’s working. This inevitably leads to a tipping point in any industry where the few that are ahead of the adoption curve will accelerate their growth at the expense of companies that aren’t using data-driven attribution.
Data-driven attribution is playing a key role in the renaissance of the CMO, providing a comprehensive media performance platform that gives insights not previously available.
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Best Practices Report: 21st Century Marketing Manifesto In light of the current pressure on marketing to generate revenue and have accountability, these are the imperatives for today’s CMO: Marketing Checklist Get a holistic view. When media performance data does exist, it’s often in silos. Getting a complete view of this data is the first step to understanding media performance and optimizing it. Define the metrics. Marketing must have a set of unified metrics to evaluate its performance on a fully attributed, contributed value basis – a true apples-to-apples comparison. Think beyond digital. It’s easy to think of data-driven attribution as just a digital marketing measurement solution. In the real world, campaigns often blend offline media with digital to produce conversions. The capabilities and benefits of datadriven attribution are not limited to just digital media. Invest to win. Use the insights gained from the implementation of data-driven attribution to optimize channels in the media stream, as well as tactical optimization within each channel. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Operationalize the results. Data-driven attribution will provide a new view of marketing performance. This view should influence how not just marketing, but also the entire organization functions. Integrate the results into the budgeting and forecasting processes, as well as the marketing technology stack. Address the elephant in the room. Data-driven attribution can help you know what to do about the mobile channel, the marketing juggernaut about which many marketing organizations have their heads buried in the sand. Organizations that don’t yet have a plan for the mobile channel – and any other channel they don’t know what to do with – can use attribution insights to develop a sound strategy.
Marketers in any size company are realizing that data-driven attribution provides a powerful mechanism to understand incremental sales lift from each channel, optimize the media mix and turn marketing into a true revenue-generating center.
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Best Practices Report: 21st Century Marketing Manifesto
ABOUT THE RESEARCH ANALYST Jerry Rackley, Chief Analyst Jerry Rackley is Chief Analyst at Demand Metric. His 30-year marketing career began at IBM, and includes experience in the technology and financial services sectors. He has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
OUR BEST PRACTICES REPORT METHODOLOGY Demand Metric’s Best Practices Reports investigate new developments and approaches in a given focus area to provide marketers with up-todate, practical and efficient solutions to modern day challenges. Each guide identifies a challenge, discusses previous solutions to that challenge, presents new solutions based on in-depth research and suggests a recommended approach to implement new solutions. Each Best Practices Report involves hours of analyst research, focus area specific surveys and comprehensive interviews with executives in a given focus area in order to recommend solutions for the presented challenges.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report: 21st Century Marketing Manifesto
ABOUT ADOMETRY BY GOOGLE™ Adometry by Google™ transforms the way the world’s top brands improve marketing performance. Acting as marketing's “system of record,” Adometry solves the complex challenge of integrating, measuring and optimizing marketing performance across all channels (online & offline). Combining and interpreting previously silo’d sources of data; the Adometry Marketing Intelligence Platform provides data-driven attribution, modern marketing mix modeling, and intelligent optimization recommendations across and within channels. As a result, marketers are able to identify their true impact on the customer journey and generate actionable insights that improve ROI. For more information, visit www.adometry.com.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Best Practices Report
ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 35,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC To discover how Demand Metric can help you become more strategic, please visit us online at www.demandmetric.com
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