Bridging the Gap Between the Digital and Physical Worlds

Bridging the Gap Between the Digital and Physical Worlds

With a gap between digital interaction and physical behaviors, how do we best connect the current game pieces for marketing measurement? Top CMOs got together at The CMO Club Summit to find out…

Analyzing and optimizing marketing results? We all thought we had that game won, didn’t we? That is, until digital marketing rose into the stratosphere while most retail sales remained tethered to the earth, and the game board went flying. Marketing dollars have shifted toward the tightly-targeted digital space, yet 85–90% of CPG purchases are still made in mass-market physical stores. This has opened a rift in marketing measurement: How do we connect digital marketing dollars with their impact on physical store sales and optimize ROI? A panel convened at the CMO Club Summit in April…