The CMO Measurement Toolkit | DMA

Filter By

Show All

Connect to


The CMO Measurement Toolkit


The current economic climate of stagflation has meant that marketing budgets are under more pressure than ever.

However, at the same time, short-term performance marketing effectiveness has declined by 62% over the past two years, while brand campaign effectiveness has nearly doubled.

Our new ‘CMO Measurement Toolkit’ provides CMOs with guidance to identify effective measurement and prove marketing effectiveness in the boardroom.

It draws on insight from the DMA’s Effectiveness Databank: a database of advertising effectiveness which covers over 1,200 DMA award entries from the last six years.

The report, supported by Merkle, shares five key takeaways for marketers to help:

  1. Focus on measuring what matters to your business
  2. Assess which metrics are linked to business outcomes
  3. Contextualise marketing performance against benchmarks
  4. Stimulate future demand through brand building
  5. Rediscover the lost art of creativity to drive campaign response

“This innovative toolkit not only provides marketers with actionable insights, but it also offers a checklist of our key guidance to help them summarise their current maturity and rapidly identify opportunities for progression in the measurement space,” said Azlan Raj, Chief Marketing Officer, Merkle.

Read the full CMO Measurement Toolkit to uncover the latest marketing effectiveness best practice.

Explore the Marketing Measurement Framework 101, which provides best-practice guidance on how to measure business outcomes.

Hear more from the DMA

Please login to comment.