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NASDAQ CORPORATE SOLUTIONS / KRC RESEARCH
CCO MEASUREMENT SURVEY
SURVEY OF 101 CCOs OFFERS INSIGHT INTO MEASUREMENT PRIORITIES AND CHALLENGES
CCO MEASUREMENT SURVEY HIGHLIGHTS
- Convergence of PR and Marketing
Majority of CCOs are accountable for marketing KPIs.
- CCOs Value Far More KPIs than the Number They Actually Track
90% of CCOs agree on 12 different KPIs to continue tracking—yet they actually track far fewer.
- Lack of Influence on KPI Selection
55% of CCOs have the ability to influence or change KPIs.
- Advertising Value Equivalency (AVE) Still a Favorite KPI
CCOs were asked to identify the most important KPI to track. Top 3: Customer Lead Conversion (16%), Brand Awareness/Consideration (15%), Advertising Value Equivalency (10%).
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