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Measures and Metrics
The CMO Council Market Performance Measurement Report
The first time the CMO Council published a report on the topic of Marketing Performance Measurement (MPM) was back in 2004 -- long before MPM became a common part of the marketing lexicon. Selected by our over 1,000 members as the most compelling topic facing CMO's today, this report defined how companies should measure and quantify marketing's performance. It proved to be an invaluable resource to assist marketing executives looking to build an MPM system in their company. While the report is well over a decade old, the fundamental outline and framework it provides still stands the test of time.
