Whatever the business, CMOs have a difficult job. The average tenure, according to Marketing Week, is only 40 months, whereas the average CEO tenure is more like 7 years. Both jobs are hard, but it suggests there is real pressure on CMOs to deliver, primarily to create marketing campaigns that drive sales with provable ROI or effectiveness. And they need to deliver quickly, just like in football… OK, not like in football, Premier League managers last a mere 2 years (or perhaps 2 weeks at Chelsea). But we’re not here to talk about that.
Market research surveys that deliver brand tracking and campaign evaluation should be a key resource for CMOs. But the industry has been resistant to change for too long, losing its place at the table to real-time, consistent sources. This shouldn’t be the case, and we’re going to look at how insight teams can help to make CMO’s lives that little bit better, which in turn help insights teams to gain ground in their own battle for relevance.
What the CMO is looking for can be broken down into these needs:
Data that connects
Tired but still very much true reference coming up; CMOs are drowning in data (or at least marketing teams are). If a data source is difficult to work with, it simply won’t make it onto the CMO’s dashboard, and if they have to open 100 slides of PowerPoint to read and understand your brand tracker it will drift towards irrelevance. Survey research often relies on legacy data structures which make it difficult to use in BI tools like Tableau or Power BI, something that must change to meet the CMO’s needs.
The answer is to convert survey data into modern, universal formats like JSON. This allows the CMO to see sources like brand tracking and campaign evaluation in the same place as search analytics and social listening. They have a much richer understanding of what drives key marketing objectives such as brand building or sales as a result, as critical survey data no longer sits in a silo.
Next month, next quarter – sometimes even next week – are not good enough. A factor in the use of social listening by marketers is that the data is real-time – you don’t have to wait to see what consumers think. It isn’t perfect, despite what some people claim (more of that here), but its speed and shape (i.e. it’s here now, and it isn’t in an old-world data format) has made it a valuable source of insight.
Surveys should be just as current, just as relevant to the CMO, and this means data that is daily. Consumer perception of your brand can’t be measured accurately in quarterly or monthly waves – always-on measurement is the only realistic option, and tracking your brand or ad campaigns every day sees them contributing to more effective decision making. If you can establish which ad-campaign isn’t meeting your objectives quickly, it can be switched in favour of more effective creative, all of which can help the drive towards better marketing effectiveness.
Data that is consistent
What is critical is that data must talk the same language. If one thing has to explain another, or if you are trying to understand one metric in the context of another, consistency is critical. An outcome of using data that connects and having data now is that you have data that is consistent. This means consistency between survey data like brand tracking and other sources like sales, search, social or events.
The traditional, wave based format of survey data has made consistency impossible, as it lacks the day by day granularity that is needed to work with other sources. Quarterly or monthly surveys are too blunt to understand how brand perception or campaign performance drive sales, marketing effectiveness or sentiment, and this has contributed to valuable resources like brand tracking losing relevance. Data has to be consistent to be reusable – surveys can be just as valuable in building advanced models and forecasts as any other always-on data source if they deliver that consistency.
How Delineate has addressed these challenges for our clients
If these challenges sound familiar, we can help. When Delineate first started, we saw these issues all the time – they are consistent across so many businesses. We designed our platform, Delineate Proximity®, to address these problems. We provide brand tracking and campaign evaluation surveys in real-time and in modern data formats like JSON, making them usable for any business unit via a data lake or BI platform.
Our customers surface data that is consistent with key mar-tech sources like search and social, meaning their brand tracking and campaign evaluation data is equally actionable and reusable. This gives the CMO the answers they need – crucial brand tracking and campaign evaluation data that works with all their other real-time marketing metrics, giving them answers today, not next quarter.
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