EVENT

Nearly 60 marketers gathered at host CDW's Chicago headquarters to explore and convey real world examples of Marketing Performance Measurement (MPM). Jonathan Knowles, managing director of Brand Finance, kicked off the event with a compelling keynote on the importance of identifying brand equity and marketing assets within a company. “CMOs need to tell their marketing story in a language that finance executives can understand,” said Knowles, while warning, “But don't over-claim the role of your brand to upper management.” A distinguished group of panelists from companies including Compuware, KnowledgeStorm, MarketBridge, Cognos, Factiva, HP and Qwest Communications told their own stories of planning, implementing and maintaining MPM systems. After lunch, CEOs from Ciceron, ClearGauge and eMarketer gave the boardroom perspective of MPM and what types of measures and metrics they expect from their marketing departments. The MPM Forum series moves to Boston on June 21, with future dates set for Munich, Germany on July 19 and New York on Sept. 7.