New IDC service to help IT marketers better display ROI

FRAMINGHAM, MA: IDC has introduced a new research service to help hi-tech marketers get a better grasp on ROI.

FRAMINGHAM, MA: IDC has introduced a new research service to help hi-tech marketers get a better grasp on ROI.

The CMO Advisory Service will ideally help IT marketers improve the effectiveness, efficiency, and productivity of marketing endeavors that are often hard to quantify, including PR.

"Many CEOs and CFOs want better marketing performance," said Rich Vancil, IDC's VP for tech marketing research. "But PR is harder to measure. CEOs may be willing to bear the cost in good times, but are less likely to in bad times. Marketers have more pressure to prove results."

IDC will analyze marketing trends and practices, looking at measurement and ROI for many marketing channels, including PR, direct mail, and web marketing. The service will compare and contrast those channels (and the ways to measure their effectiveness), ideally developing benchmarks to show marketers how to best prove their success. CEOs and CFOs will also see that not all marketing channels are alike, nor should be they be held to the same measurement standards.

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