Measuring market performance - The accountability framework

Marketing analytics has moved beyond traditional campaign response and customer relationship management (CRM). To achieve sustainable results, marketers have to understand and optimise consumer engagements in a more complex, social environment, writes Rathin Das at MindTree.

Each day about 2.5 quintillion bytes of data are being generated and that number is only increasing. With the ubiquity of online interactions, chief marketing officers are tasked with doubled responsibilities as they not only have to unify data from the digital world and correlate it with more traditional offline tactics, but also provide real-time adjustments to both. Marketers are striving for higher standards of performance to justify their annual marketing spend.