IBM's Global CMO study

In this very recent IBM study, it is interesting to understand how crucial is ROI becoming. In an era of multiple solutions to reach consumers and shoppers, CMOs are focusing on understanding effectiveness of contact vs cost - and how will activities actually deliver value to the consumer and contribute to long-lasting relationships between consumer and brands. If you are curious and want to dig a bit deeper, I recommend you to follow the link to the actual study in http://www-304.ibm.com/businesscenter/cpe/download0/223912/CMO_MM_Study.PDF .