CMOs Can't Defend What They Can't Define

New data suggests the struggle to prove ROI persists

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Chief marketing officers may not always like to admit it, but there’s something borderline mystical about their craft.

What, for example, makes someone who’s been perfectly happy buying her parents’ favorite pasta sauce for the past 20 years decide one day to put a rival brand in her shopping cart? What combination of factors went into her making the switch?

Did the competing pasta sauce debut a funny TV commercial? Did it introduce an unusual flavor? Offer a coupon? Did her parents say something disappointing last weekend?

In a sense, the mysterious aspect of why consumers do what they do gives CMOs some cover.


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