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BtoB

CMO Council releases European MPM survey

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New York—The Chief Marketing Officer Council released a survey that found European technology companies have much in common with North American companies when it comes to the adoption of marketing performance measurement (MPM) systems.

The survey, titled, “Marketing Measures and Metrics: The European Marketing Performance Measurement Audit,” found that 90% European marketers polled rate MPM as a high or moderate priority.

A similar survey of North American companies released earlier this year by the CMO Council found that 89% of respondents rated MPM a high or moderate priority.

However, less than 14% of surveyed European companies said they have formal MPM systems in place, compared with 17% of North American companies.

The CMO survey will be discussed in depth at the CMO Council’s MPM Forum at Thomson Media inNew York on Sept. 7.

—Kate Maddox

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