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White Paper

New rules for marketing ROI

A report from the Economist Intelligence Unit

Zusammenfassung

Today’s chief marketing officers (CMOs) are under increasing pressure to demonstrate return on investment (ROI), according to a global survey among 389 executives conducted by the Economist Intelligence Unit and sponsored by SAS. The survey and subsequent in-depth interviews reveal a disconnect between CMOs and the rest of the C-suite on how to evaluate marketing’s ROI in the context of rapidly shifting customer and technology environments. The diverging views of what should be the proper role of marketing in organizations and how organizational leaders feel about marketing’s present contribution lies at the heart of the communication challenge for CMOs. The nub of the matter is that marketing.

Über SAS

SAS ist weltweit Marktführer im Bereich Analytics und mit 3,16 Milliarden US-Dollar Umsatz einer der größten Softwarehersteller. Kunden an mehr als 80.000 Standorten setzen innovative Analytics-, Business-Intelligence- und Datenmanagement-Software und -Services von SAS ein, um schneller bessere Geschäftsentscheidungen zu treffen. Seit 1976 verschafft SAS Kunden rund um den Globus THE POWER TO KNOW.

Firmensitz der US-amerikanischen Muttergesellschaft ist Cary, North Carolina. SAS Switzerland hat seine Zentrale in Zürich und eine weitere Niederlassung in Genf. Weitere Informationen über SAS.

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