CMOs see opportunities to better quantify ROI, drive customer-centric culture, understand rapid tech changes and invest in insight analytics
The 2017 Marketers’ Confidence Index rose by 6 points in the past year to 69 out of 100 possible points. However, 30% of marketers say they are concerned that their organization is not investing in the right customers. That figure is down 13% from 2016.
The findings from the Marketers’ Confidence Index, a biannual survey released by the AMA, in partnership with Kantar Vermeer, measures the degree of optimism on the state of the economy that U.S. marketers are expressing through their organizational spending and growth.
The survey also revealed 32% of marketers had lost confidence in their team’s ability to understand the ROI of marketing plans. That number is 11% lower than one year ago when the confidence was at 43%, representing a sharp decline.
