Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Marketing Measurement

What CMOs Need to Know About This Constantly Evolving Challenge

About This Report
Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.
Table of Contents

Executive Summary

Marketing measurement is fragmented and inconsistent. To ensure their activity both shapes and is shaped by business strategy, CMOs need to tie marketing metrics to business objectives, integrate data and insights, and align media plans and metrics.

Key Question: How can marketers evolve their measurement approach to align their teams and contribute more meaningfully to the business?

KEY STAT: Marketers are dissatisfied with their marketing measurement—50% or fewer are satisfied with campaign measurement in any single channel.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Marketing Measurement Is Fragmented and Inconsistent
  3. Focus Marketing Measurement on Business Outcomes
  1. The CMO Should Set the Direction for Their Team, and Stick to It
  2. Read Next
  3. Sources
  1. Media Gallery


Dave Frankland


Eleni Digalaki
Principal Analyst
Kelsey Voss
Principal Analyst
Tracy Tang
Senior Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client