In challenging economic times marketing budgets are under more scrutiny than ever. Budget-hungry CFO's make the boardroom sign-off of marketing spend a challenging conversation for any CMO, placing a greater emphasis on the need for marketing-effectiveness proof points. With the release of this year's update to its Intelligent Marketing Databank, the DMA has produced The CMO Effectiveness Toolkit – designed to arm the entire marketing and data discipline with the tools and effectiveness that truly capture the value of marketing spends. The toolkit reveals:

 

• Insight into the drivers of campaign effectiveness

• The evolution of campaign impact over the last half decade, while crucially

• Providing a perspective on how accurately and transparently marketers are measuring campaign effectiveness