CMOs have difficulties proving the financial value of marketing expenses, as ROI metrics are a significant challenge despite advancements in addressability and attribution.
The biggest obstacle lies in developing useful ROI estimates by defining clear outcomes, especially for middle-of-the-funnel activities, which often lack well-defined metrics.
Marketing must set SMART goals for every campaign, particularly for middle-of-the-funnel activities that rely on creative content for engagement, requiring metrics beyond generic measures like views or downloads.
Middle-of-the-funnel metrics should focus on deeper engagement like page flow analysis and event tracking beyond surface interactions, to improve user experience and drive higher engagement.
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