WebTrends Discusses MPM

WebTrends' Role in the CMO Summit and the Marketing Performance Measurement Panel

On October 7th and 8th, the CMO Summit will gather leaders in marketing and technology at the Monterey Plaza Hotel & Spa in Monterey, California. WebTrends, a long‑time partner of NetIQ, will be represented by Brent Hieggelke, vice president of marketing. Hieggelke, who authored “Winning on the Web: The Executive Pocket Guide to Smarter Marketing,” is slated to speak at the event and to take the stage during a panel discussion on the CMO Council’s Marketing Performance Measurement (MPM) initiative. The panel, entitled “The New MPM Model: Global Standards, Practices, and Protocols,” will run from 9:00 a.m. to 10:30 a.m. on Friday, October 8th.

Brent brings more than two decades of experience in analytics and data‑driven marketing strategy. He has spent the last years advising firms on how to integrate rigorous measurement into their digital programs, and his book offers a concise roadmap for executives seeking to turn marketing spend into measurable business outcomes. His appearance at the summit underscores WebTrends’ commitment to helping companies transition from intuition‑based decision making to a disciplined, evidence‑based approach.

The panel will focus on the fundamental shift required for marketing teams to embed measurement into their daily workflows. Participants will argue that marketers need to adopt a new mindset: one that treats measurement as an integral component of the marketing plan rather than a post‑hoc audit. Hieggelke will highlight the importance of setting clear, quantifiable goals before launching campaigns and of continuously tracking performance against those objectives. He will also discuss the challenges of aligning data across channels and the role of technology platforms in simplifying that process.

Marketing has historically been the hardest function to quantify. Hieggelke notes, “Marketing is the most difficult department to measure. Yet as the discipline matures, executives can no longer rely on experience, gut feel, or intuition alone.” He explains that the web offers a unique opportunity to embed an ROI mindset because digital channels provide granular, real‑time data that can be linked directly to business metrics. When marketers embrace this data, they gain the power to make informed adjustments that drive higher returns.

One striking illustration of data‑driven success is T‑Mobile’s recent campaign, which saw online orders climb 27 percent after the firm shifted to an analysis‑based strategy. The company used WebTrends’ platform to monitor user behavior, identify high‑value touchpoints, and reallocate budget toward the most effective channels. This case study demonstrates how measurement can uncover hidden opportunities and accelerate revenue growth.

Hieggelke’s insights will appear in the CMO Council’s Marketing Performance Measurement Milestone Report, titled Measures & Metrics. The report, which aggregates input from industry leaders, will serve as a reference for executives seeking to benchmark their measurement capabilities against best practices.

Greg Drew, senior vice president and general manager of WebTrends’ business unit within NetIQ, added, “We’re looking forward to participating in the CMO Council and are passionate about helping organizations understand and improve their return on marketing investments.” He emphasized that marketers who adopt analysis‑driven decision making often realize significant pay‑offs, citing WebTrends’ own customer base as evidence of this trend.

WebTrends is eager to play a central role in reshaping how marketers evaluate success. By providing robust analytics tools and thought leadership, the company positions itself as a partner for firms that want to move beyond guesswork and toward measurable impact. As the summit unfolds, attendees will hear firsthand how measurement can become the engine that drives smarter, more effective marketing campaigns.

The Future of Marketing Measurement: The New MPM Model and Industry Impact

The CMO Council’s Marketing Performance Measurement task force, supported by an advisory committee of industry experts, has recently unveiled a new MPM model. This framework establishes global standards, practices, and protocols for benchmarking effectiveness and quantifying value across the technology sector. Developed after a year of primary and secondary research, the model offers a systematic approach for companies to assess the return on their marketing investments.

At its core, the model promotes consistency in data collection, metric definition, and reporting. It encourages marketers to adopt a unified set of KPIs - such as cost per acquisition, lifetime value, and marketing‑generated revenue - to facilitate cross‑company comparisons. By standardizing measurement language, the model eliminates confusion and ensures that stakeholders can discuss performance on a common platform.

Benchmarking is a key element of the new framework. Companies can now compare their marketing results against industry averages and top performers. The model provides ready‑made benchmarks for different channels, enabling marketers to identify where they stand and what improvements are necessary. This comparative perspective helps firms set realistic goals and allocate resources more effectively.

Quantifying value is another pillar of the framework. Rather than treating marketing expenses as cost centers, the model encourages firms to tie spend directly to revenue outcomes. By attributing sales and profit growth to specific marketing activities, organizations can build stronger business cases for their budgets and justify investments in new technologies or talent.

The research underpinning the model is extensive. Primary data was gathered from surveys and interviews with over 500 marketing executives worldwide. Secondary data included a review of existing measurement practices, academic literature, and case studies from leading technology companies. The blend of sources ensures that the model reflects real‑world challenges while staying grounded in proven research.

For technology firms, the new MPM model offers a roadmap to align marketing initiatives with broader business objectives. Executives can use the framework to evaluate which campaigns deliver the highest ROI, which channels drive the most qualified leads, and how marketing spend correlates with overall revenue growth. As the model becomes integrated into daily operations, companies will see clearer insights into their marketing effectiveness, enabling them to make more confident strategic decisions.

Adopting the MPM model also positions organizations for future regulatory or industry shifts. With increasing scrutiny over data privacy and attribution, having a standardized measurement approach helps firms remain compliant and transparent. Moreover, the model’s emphasis on data quality and governance sets a strong foundation for adopting emerging technologies such as AI‑driven attribution and advanced analytics platforms.

In the weeks that follow the summit, firms that attend will have the chance to dive deeper into the model’s components, explore case studies, and network with peers who are already leveraging the framework. By embracing the new MPM model, marketers can transform measurement from a compliance exercise into a competitive advantage that fuels growth and drives smarter allocation of resources.

Murdok | Breaking eBusiness News