CMOs Need New Measurement Strategies to Cut Through the Noise

CMOs must adapt measurement approaches to connect with consumers across multiple touchpoints.

Connecting with customers is becoming more difficult, as CMOs must navigate the following three challenges:

1. Multiplying touchpoints — Generative AI is producing more touchpoints for companies to measure, as it creates more complex customer journeys.
2. Shifting consumer behaviors — CMOs and CFOs must collaborate to identify data-supported opportunities to drive growth in unsettled economies through commercial spending investments. This requires clarity on how factors such as geopolitics and inflation impact consumer demand.
3. Stricter privacy regulations — US states are adopting new privacy laws, following the European Union’s introduction of its General Data Protection Regulation, requiring companies to adopt data collection and measurement approaches that align with shifting norms regarding personal data.

Boston Consulting Group research found that the vast majority — 70% — of companies employ, or are ...