Digital Marketing Performance Institute

A strategic interest group dedicated to providing tools and resources to help enhance the execution and effectiveness of digital marketing efforts.


DMPI is a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. It will also examine and advocate the need for more unified and integrated approaches to managing and optimizing the fragmented interactive marketing discipline, especially across leading vertical markets. 

The Digital Marketing Performance Institute is a strategic interest group dedicated to providing tools and resources to help enhance the execution and effectiveness of digital marketing efforts. As a sub-group of the Chief Marketing Officer (CMO) Council, we are able to provide a wealth of reports, news articles, white papers and research about the latest challenges, trends and best practices across the full scope of digital marketing efforts. In addition, you will also have the opportunity to contribute your insights by participating in any of our featured surveys.

Reports and studies featured through this program include:

APAC Digital Marketing Performance Dashboard - APAC Digital Marketing Performance Index, the CMO Council is partnering with Adobe to explore the state of digital marketing across Asia in order to benchmark levels of adoption, traction, and success. This undertaking will provide valuable insights into digital marketing performance across a region that embraces 35 countries, 4 billion consumers, 2.6 billion mobile phone users, and nearly 45 percent...Read More »

Brand Automation for Local Activation - The CMO Council is embarking on a new thought leadership campaign to identify the key aspects that must be aligned and connected to optimize customer activation. The program will explore the key technologies, platforms, measures, metrics and resources required to implement a system that can be monitored, adopted and measured. Some key areas to be explored will include...Read More »

Greater Gains From Digital Campaigns - Digital technologies and interactive platforms are opening new global channels of engagement at lightening fast speeds. But this channel proliferation is also adding to the complexity of launching, localizing and optimizing global campaigns. This campaign will look to benchmark how marketers are managing this challenging operational environment, specifically...Read More »

Integrate to Accelerate Digital Marketing Value - Today's chief marketers are challenged to staff and resource digital marketing programs, integrate offline and online campaigns, and unify disparate marketing functions. More importantly, they have to be effective at making a business case to management on how digital marketing investment and migration will drive business performance, increase customer lifetime value and retention, as well as create more adept and adaptive organizations."Integrate to Accelerate Digital Marketing Value" will highlight where and how marketing solution investments are improving marketing campaign effectiveness and...Read More »

Keeping a Closer Eye on Content ROI - The CMO Council’s Content ROI Center is a new strategic interest community dedicated to the evolving discipline of content marketing. The center will provide new reports, whitepapers and case studies on content marketing best practices, trends and challenges. Topics include Effective strategies for ensuring relevance and engagement, the power and potential of peer-driven affinity networks, tools and approaches for performance and ROI measurement...Read More » 

Localize to Optimize Sales Channel Effectiveness focuses on driving best practices and thought leadership in optimizing the delivery of localized marketing support, engaging and acquiring customers on a local level, as well as connecting and resonating with local community interests, icons, preferences and hot buttons...Read More »

Online Advertising Performance Outlook - The CMO Council and Vizu, a Nielsen company, are collaborating on a thought leadership white paper to address the fragmented digital landscape and create new content based on insights and best practices from innovators and leaders in global digital campaign design, development, localization, execution and performance...Read More »



Given the significant shift and re-allocation of marketing dollars into interactive digital media channels, the CMO Council is setting up a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. It will also examine and advocate the need for more unified and integrated approaches to managing and optimizing the fragmented interactive marketing discipline, especially across leading vertical markets. Authority leadership and content aggregation programs by the Digital Marketing Performance Institute will drive best practice adoption; audit and assess competencies and proficiencies; establish measurement models and techniques; evaluate enabling platforms, solutions and technologies; and help marketers increase visibility, compliance, accountability and ROI. 

According to an in-depth article in The McKinsey Quarterly, "The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web's promise as the most targeted and measurable medium in the history of marketing.Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the digital world's full power."

The management journal went on to state, "Unless this problem is addressed, the inability to make accurate measurements of digital advertising's effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry's growth." Studies by McKinsey show that companies introducing rigorous measurement techniques report a higher level of satisfaction with digital marketing. The consulting firm also notes that over half of respondents to its online digital marketing survey of 340 senior marketers are not satisfied with the current process of allocation and measurement and are mostly using qualitative (subjective), not quantitative techniques.

To address this issue, the CMO Council will leverage its worldwide affiliate network to form a global coalition of resources and partners in the interactive digital marketing sector, conducting strategic briefings and workshops for its senior marketing members. It will also collaborate with leading solutions providers, analyst groups, consultants, functional marketing organizations and media partners, to explore various facets of online market engagement; lead acquisition and conversion; customer intimacy, listening and experience; individualized relationship management; as well as viral, word-of-mouth advocacy.

A wide range of underwriting options exist, ranging from $25,000 to $150,000, depending on scale, global scope and duration of involvement. Branded areas of research and insight will be incorporated within the Online Performance Marketing Institute to address specific pain points, advocacy platforms and strategic imperatives. Current and past underwriters of CMO Council events and programs have included: Oracle, CSC, Xerox, Deloitte, Alterian, Ricoh/IBM InfoPrint Solutions Company, BCG, IBM, D&B, SPSS, Pitney Bowes, Satmetrix, MarkMonitor, Eastman Kodak, Interwoven, Experian, eRewards, Catalina Marketing, United Business Media, IDG, Wall Street Journal, The Economist, and many more.
For more information about the Online Marketing Performance Institute and its inagurral research initiative, Keeping a Closer Eye on Content ROI, contact Bryan DeRose, Senior Director of Business Development of the CMO Council.

Bryan DeRose


Facts & Stats

Among CEOs and business ownders surveyed (43% of respondents met that criteria), more than one-third (36%) spend 6+ hours on social media marketing, but nearly the same proportion (33%) would rather spend less time doing do. MarketingProfs

Given up to 2 choices, 45% of consumers named newspapers and TV the best marketing and advertising sources, beating out other traditional sources such as consumer forums and publications (28%), as well as a host of digital channels such as websites (22%), social media pages (9%), and blogs (4%). MarketingCharts

In a study conducted last year by comScore for 15 miles and localeze, findings revealed that 63% of those surveyed are more likely to use a local business if it's visible on a social networking site. Fox Business 

According to a recent survey conducted by, 85% of consumers used the internet to find local businesses in the past 12 months and one in six consumers use the internet every week to find local businesses. Fox Business

90% of b2b marketers do some form of content marketing. 26% of b2b marketing budgets are invested in content, and 50% of b2b marketers say they plan to spend more on content marketing in the coming year. • Smart Insights 

The average midsize or large company (1000 employees or more) has 178 "social media assets" (Twitter handles, employee blogs, etc.) - yet 25% of companies offer social business training to their employees. • Marketing Easy

Online advertising spend will top $31 billion in 2009. This includes search engine marketing, online display marketing, classified, email marketing, lead generation, online video marketing, sponsorships and emerging channels. • Forrester Research

The top categories for Internet marketing and advertising are financial services, telco/ISPs, retail, automotive, general services, media, travel/hospitality, technology, education, health care and pharmaceuticals, entertainment, insurance, food and beverage, personal care, toys and games, real estate and home goods. • TNS Media Intelligence and AdAge

Online video ads are expected to generate more than 167 million eyeballs in 2009. • eMarketer

Online video ad spend will exceed $750 million in 2009. • IAB/PwC

Online video marketing investments will approach $1.9 billion in 2009. • IAB/PwC

Behavioral targeting expenditures are expect to be $1.65 billion in 2009, a 65 percent increase over 2008. • eMarketer

Web content management platforms and solutions are the second most important marketing operational investment planned for 2009. • CMO Council; Calibrate How You Operate survey

Some 58 percent of companies view their web site as critical or very important to branding and marketing strategy. • SDL Tridion


Studies & White Papers


March 2013 - Digital Commands 25% of Marketing Budgets - Direct Marketing News

March 2013 - No ROI Doesn’t Mean Digital Marketing Spend is Falling - Memeburn

March 2013 - Digital Marketing’s Role in Lead Generation - Adotas

March 2013 - 41% Marketers Save More Money From Digital Marketing Strategy Than Traditional Marketing !! [Report] - Daze Info

March 2013 - Gartner Finds Corporate Websites Still A Higher Digital Marketing Priority - TechCrunch

March 2013 - There's No Such Thing As A 'Digital Marketing Strategy' Anymore  - Business Insider

February 2013 - Prepare Yourself for Changes in Digital - MarketingWeek 

February 2013 - Measuring The ROI of Your Digital Marketing Channels - Business 2 Community 

February 2013 - Digital Marketing Analytics: What SMBs Need to Know - Business 2 Community 

February 2013 - Top 5 Reasons Why Digital Marketing is Essential in 2013 - Chief Marketer

February 2013 - To Do: Update Company's Social Media Policty ASAP! - Forbes 

February 2013 - Social Media Firms Move to Capitalize on Popularity in Middle East - New York Times 

February 2013 - Back-to-Basics Digital Marketing - ClickZ

January 2013 - Seeking CMOs: Must Know Big Data and Digital Marketing - Forbes 

January 2013 - How to Break Every Digital Marketing Rule and Succeed - Business 2 Community 

January 2013 - Google Want to Teach You Digital Marketing - Venture Beat

January 2013 - 2013 Digital Marketing Trends and Strategies - Social Barrel

January 2013 - Invest in Digital Marketing to Control Your Destiny - Bloomberg

January 2013 - South Africa: Digital Marketing 2013: Lessos From the Past - AllAfrica

January 2013 - Jeff Dachis on Digital-Marketing Realities Past and Future - Forbes

January 2013 - NIIT and DMI to Redefine Digital Marketing Eductation in India - Digtal Market Asia

January 2013 - Digital Marketing Firms Magic Logix, Optify Poised For Growth in 2013 - Technorati 

December 2012 - Native Advertising: The Future of Digital Marketing (Infographic) - Business 2 Community

November 2012 - Bridging the Gap Between On-the-Go and On-the-Couch - ClickZ

November 2012 - Small Businesses Stepping Up Social Media - MarketingProfs

November 2012 - NFC: The Next Generation of Mobile Marketing - ClickZ

October 2012 - Consumers and Marketers Alike Say Traditional Media Best for Advertising - MarketingCharts

October 2012 - Facebook is Now the 2nd Biggest Mobile Ad Business on the Planet - Business Insider