The Real Drivers of Brand Growth in a Digital World: A CMO Club Solution Guide

Measuring Efficiency vs. Effectiveness in your Marketing Mix

While online sales is now the fourth largest sector overall, bringing in about $59.8 billion in sales, other sectors such as Consumer Packaged Goods (CPG), are finding it harder to gain significant ground in the current favorable economy. So, what is holding them back? Is it a failure to launch effectively, a lack of data, or not the right media mix?

The CMO Club in thought leadership with Catalina pulls back the curtain on the current state of marketing measurement and brand growth in today’s digital-heavy landscape to gain usable insights into the million dollar question: How do you best measure what’s working, and how do you work what you’re measuring to achieve maximum effectiveness and efficiency?

The study includes survey analysis of more than 60 CMO Club members along with a deep dive discussion with five senior marketing executives from leading brands including Maria Del Rio, General Manager, Clearly Kombucha LLLC, Molson Coors Brewing Company, Jeni Golomb, CMO/Head of Marketing, Daisy Brand, Beverly Stotz, Chief Marketing Officer, Illy Caffee, Jane Wakely, Chief Marketing Officer, Mars Pet Nutrition and Doug Zarkin, Vice President & Chief Marketing Officer, Pearle Vision.

The study reveals shared insights on the issues and solutions that these senior level marketing executives discuss in best methods to find measurement nirvana.

The guide reveals key findings in measuring the most efficient and effective methods of the marketing mix for optimal results:

  • Marketing mix modeling is still the leading methodology.
  • Digital reins, but offline is still in the mix.
  • There’s still a lack of a unified approach to measurement.
  • A wake-up call for CPG – why growth is so hard to come by in this industry.

The CMO Club Solution Guide can be downloaded here: The REAL Drivers of Brand Growth in a Digital World: Measuring Efficiency vs. Effectiveness in your Marketing Mix

About Catalina

Catalina is the market leader in buyer intelligence and optimizing hyper-personalized in-store and digital media to measurably drive, track and measure sales lift, converting shoppers into loyal buyers for leading CPG retailers and brands. Powered by the most extensive shopper database in the world, Catalina’s mobile, online and in-store networks personalize the consumer’s path to purchase, delivering $7.9 billion in relevant consumer value each year.

Based in St. Petersburg, Fla., Catalina has operations in the United States, Europe, Japan and Latin America. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina.