The Evolution of Marketing Measurement

One of the panels at Eloqua Experience that was very much worth watching was the panel discussion between Paul Teshima, Eloqua's SVP of Customer Success, and three of the industry's top CMO's and marketing leaders - Chris Boorman of Informatica, Drew Clarke from Cognos/IBM, and Tom Miller from ADP.

Some great insights came out of this panel as they each showed how they are measured, how they measure their teams, how they build their marketing dashboards, and what they are doing about measuring new media and the effects of social media.

The conversation is divided into parts so you can skip to the section of most interest to you. I hope you enjoy the insights from these leaders as much as I did:

The Evolution of Marketing Measurement Part 1: Paul Teshima introduces the panelists and the topic of the marketing metrics that matter and building the CMO dashboard.

The Evolution of Marketing Measurement Part 2: The four key elements of marketing analysis are introduced - Campaign ROI, Funnel Health, Strategic Segment Analysis, and Benchmarking - and a discussion on "How are you measured today?" starts.

The Evolution of Marketing Measurement Part 3: The question of "How do you measure your marketing effectiveness?" is discussed by the panel, and the three marketing leaders show their own dashboards (Chris Boorman and Drew Clarke)

The Evolution of Marketing Measurement Part 4: (continuation) The question of "How do you measure your marketing effectiveness?" is discussed by the panel, and the three marketing leaders show their own dashboards (Drew Clarke)

The Evolution of Marketing Measurement Part 5: (continuation) The question of "How do you measure your marketing effectiveness?" is discussed by the panel, and the three marketing leaders show their own dashboards (Tom Miller)

The Evolution of Marketing Measurement Part 6: Open questions regarding percentage of pipeline that marketing is expected to contribute, and how data is maintained across the entire lifecycle of a lead in the marketing process.

The Evolution of Marketing Measurement Part 7: Open questions on measuring buzz from social media and its effect on search and SEO, as well as measuring brand equity vs revenue.

The Evolution of Marketing Measurement Part 8: Open questions on measuring influences of marketing in deals rather than just sourcing.