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White Paper

New Rules for Marketing ROI

A report from the Economist Intelligence Unit

About this paper

Today’s chief marketing officers (CMOs) are under increasing pressure to demonstrate return on investment (ROI). While 75% of the surveyed executives say the office of the CMO plays a key role in determining business strategy for organizations as a whole, less than 40% believe that CMOs are delivering ROI consistently in their marketing campaigns. The Economist Intelligence Unit report “New Rules for Marketing ROI” explores the ways that CMOs are bringing value to the organization, the challenge of measuring marketing results, and the importance of making the change from product messaging to customer engagement as a business strategy.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 70,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.

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