CMOs who find themselves battling to get their results heard and budget maintained need to align themselves more closely with finance and learn to speak the CFO’s language to tie marketing impact to business results, Forrester Research reports.

The first tranche of VOZ insights have arrived, highlighting the incremental reach BVOD delivers and the combined linear and on-demand TV viewing behaviour of Australian consumers.

The latest total TV viewing measurement from OzTAM, Virtual Australia, is about to arrive. Here, we explain how this new marketing measurement has been created and what it promises

In just weeks, Australian advertisers will get what many in the industry see as a game-changing capability for gauging what modern television consumption, reach and frequency truly looks like.

Brand equity, that intangible value brands possess, is becoming increasingly vital not just for marketers but for CFOs and CEOs who are looking to leverage it for investment and stock market value.

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

There is still a lot of work to be done to gain trust within digital channels and metrics, according to a new study.

The skills required of marketing leaders in startups are not as dissimilar to CMOs across established organisations and centre around two key attributes: Listening and responding accordingly.

While many CMOs are focused on tracking data to gain deeper customer insights, marketing leaders, experts and analysts say it’s vital they don’t forget the importance of staying on track with marketing spend. We speak to marketing leaders, experts and analysts to find out the secrets to a successful budget metrics strategy.

Australian marketers are still largely approaching digital in terms of campaigns and short-term acquisition and aren’t developing the right skills and business metrics required to drive true digital transformation.

Many marketers can count the number of Australian owned, globally recognised brands on one hand. So it’s no surprise that experienced marketer and strategist, Rob Langtry, considers being brand custodian for the country’s wool industry a rare privilege.

Adobe’s decision to move away from CPM (cost per thousand emails sent) email campaign pricing to one based on customer profiles is indicative of the rising importance of value-based metrics in marketing, according to one industry group.

Australia is leading the region when it comes to embracing and utilising digital marketing, but more needs to be done to build multi-channel customer engagement excellence across the industry.

B2B marketers are gaining proficiency in measuring marketing’s impact on the business, yet most top corporate executives still aren’t relying on their performance results to make strategic decisions.