ANALYTICS AND ARTIFICIAL INTELLIGENCE WILL FINALLY BRIDGE THE ROI DIVIDE
Gonzalo Feuntes (Global Chief Corporate Development Officer at Kantar (Insights Division)
The pressure to understand the ROI of marketing investments is increasing all around us. Measuring/proving ROI is the #1 struggle for advertisers globally, with understanding omnichannel behaviour and optimizing media investment close behind [Source: Kantar’s Getting Media Right, 2018].
The appearance of the “Chief Growth Officer” replacing the good old CMO is not just a phonetic curiosity. It signals a clear trend that marketing professionals need to talk the ‘money’ language for everything they do, or they will lose their seat at the table. As a client of mine put it recently: “if you can’t show your dollar contribution, you become a cost - and costs can be cut”.