The 2013 CMO Challenge: Content, Digital and Organisational Attribution

Author:
Andy Betts
Source:

Marketing has taken another large turn in its evolution cycle during 2012. The growth of digital and social, the maturing nature of search marketing, and the growth and relationship with content marketing opens up more opportunity for the CMO.

However, with it comes a certain level of complexity when looking at how to structure, attribute, and measure marketing campaigns across your organization.

I have been working with CMO’s and CEO’s for the past 10 years and suffice to say every marketer has their own model. Some are traditional, others digitally focused, some are brand and product focused, and others are pure content marketers or SEO consultants.

The common challenge they all face is ....

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