Measuring What Matters to Improve Marketing Performance [Webcast]

  • Author(s) Julie Schwartz, Donna Thach, David Bush, Harjeet Singh
  • Published August 21, 2019
  • 23 Pages
  • Category Marketing Operations
  • Type Member Research
  • 23 Pages
  • .PDF Format

Marketers are under more pressure than ever to drive growth and demonstrate impact to the business.

Marketers create business value in many ways – as curators of the corporate brand, advocates for customer success, and drivers of innovation. How can marketers use metrics to optimize everything they do within marketing while also proving marketing’s impact to senior leadership? In this webcast, we take a deep dive into this critical topic.

Julie Schwartz, ITSMA Senior Vice President, Research & Thought Leadership, and Donna Thach, ITSMA Manager of Research, Data, & Analytics, share highlights from ITSMA research to identify what data-driven marketing leaders are doing differently to improve marketing, communicate impact to senior leadership, and guide strategic decision-making.

They are joined by two special guest speakers: David Bush, Director, Marketing Analytics & Data Science, IBM, and Harjeet Singh, Global Marketing Operations Principal at Finastra. David and Harjeet reveal the secrets behind their organizations’ data-driven marketing success, and the role that culture, technology, and experience plays in their marketing measurement journey.


This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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