Marketers are facing increasing pressure and responsibility. They have a new set of questions to answer, with greater urgency. They have come to acquire more accountability, more technology, and more data from more lines of business reporting to marketing. As a result, marketers now require answers at every level of the organization—and in real time.
This paper examines the five major questions marketers need answers to through the lens of marketing performance optimization (MPO). This is a data-driven solution approach that gives marketers the information they need to answer these questions at every level of the organization.
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