SAPVoice: CMOs Beware: Master Data-Driven Sponsorship ROI Or Risk Your Job

Machine learning is promising CMOs the biggest win ever with software that takes the guesswork and gut reaction out of measuring return on investment (ROI) for corporate event sponsorships. The bad news is many CMOs won't have the skills to capture the opportunity. CMOs investing millions in event sponsorships have had fewer options to measure the actual impact on brand exposure until now. According to Forrester research, CMOs need to combine the right and left sides of their brains to engage customers, as well as master technology and analytics for personalized, context-rich experiences. Forrester predicts the demise of 30 percent of CMOS in 2017 who won't be able to bring this fairly unique combination of skills into their marketing practice.