Whether you want to know how your company stacks up to others in digital spend, performance on customer and brand metrics, or integration of customer information across channels – The CMO Survey provides timely insight to help marketers benchmark their organization and tracks trends over time. http://cmo.deloitte.com/cmosurvey/

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1
Source: The CMO Survey, February 2016
2
Number estimated using survey responses for spending in next 12 months and next 5 years, assuming linear growth in spend
of respondents believe their companies are
very effective in integrating customer
information across purchasing,
communication, and social media channels
Less than 50%of companies use analytics for decision making in customer insight, acquisition, and retention
is the average rating for how effectively firms link social media to their marketing strategies4.1 out of 7
Marketers will need to think strategically and holistically to make
a true impact with their marketing investments.
13%
19.9%
22.5%
14.3%
9.1%
3.5%
17.7%
not at all effective very effective
MOBILE MARKETING
2.4 out of 7
MARKETING ANALYTICS
3.8 out of 7
SOCIAL MEDIA
3.1 out of 7
Average rating of degree of contribution to company performance
How effectively companies integrate
customer information
<4%
of companies have yet to prove the
short-term quantitative impact of
marketing
63%
Good qualitative
sense of the impact,
not quantitative
Haven’t been able
to show the
impact yet
46% 17%
TODAY’S EFFORTS ARE FALLING SHORT
MARKETING ANALYTICS
6.7%
11.1%
SOCIAL MEDIA
10.6%
17.1%2
MOBILE MARKETING
5.9%
14.6%
Current In three
years
Percent of
marketing budget
Current In three
years
Percent of
marketing budget
Current In three
years
Percent of
marketing budget
SOCIAL, MOBILE, AND ANALYTICS BUDGETS ARE ON THE RISE
Respondents indicate
that marketing
expenses account for
of their firms’ overall budgets, which is
the highest percentage since the
survey question was first asked in 2011
12.1%
11.4%
10.1%
10.9%10.9%
9.4%
10.6%
11.4%
10.4%10%
8.1%
FEB
12%
Percent change in planned
spending over the next 12 months
overall marketing spend
6.9%
3.2%
traditional
advertising
5.0%
brand
building
7.1%
customer
relationship
management
13.2%
digital
marketing
2015
FEB AUG
2014
FEB AUG
2013
FEB AUG
2012
FEB AUG
2011
FEB AUG
2016
INVESTMENT IN MARKETING CONTINUES TO GROW
The CMO Survey1
February 2016 results