MarTech Interview with Ashley Fletcher, VP of Marketing at Adthena

We wanted to better understand CMOs' perceptions around the value of SEM and the strategic role it plays in driving growth for the enterprise. We know that SEM makes up the largest Digital Marketing budget line for CMOs, but globally ROI metrics have dipped – indicating evolving needs for both CMOs and consumers when it comes to this function. If we can understand where their gaps exist, as applied to SEM, we can help the CMO build a stronger Marketing portfolio. As advertisers become more demanding, the cadence with which their data refreshes need to be met is picking up, hence the Search Console updates. However, even with fresher data, this update still doesn't address why something may be happening and how to fix it.