CMO Council turns eye to Online ROI.

The Chief Marketing Officer (CMO) Council announced the formation of a new special interest network, the Online Performance Marketing Institute, to help senior marketers acquire interactive marketing proficiency and insight in order to better measure and track campaign impact and ROI.

First up for the Online Performance Marketing Institute, a research initiative designed to take a deep dive into the role online content deliver plays in customer attraction, interaction, transaction and satisfaction called Keeping a Closer Eye on Content ROI.

Given the significant shift and re-allocation of marketing dollars into interactive digital media channels, the Online Marketing Performance Institute will be a dedicated research center focused on evaluating 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 including travel and hospitality, health care, financial services, retail, CE/tech, media & entertainment, CPG, telco/ISP, etc.

Teaming with professional organizations like SEMPO, SOMA, WOMMA, and eMetrics, the CMO Council will conduct 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.

Keeping a Closer Eye on Content ROI

Keeping a Closer Eye on Content ROI will audit and assess the degree to which leading North American brands in target market sectors are embracing integrated Web content management, platforms, and collaboration software to seamlessly deliver and measure the impact of rich media and video, social media and online communities, as higher levels of personalization and customized interaction.

The high-profile authority leadership initiative will bring together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance.