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WebTrends Discusses MPM

Staff Writer
Published: 2004-10-04

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WebTrends Participates in Marketing Performance Measurement Initiative With Other Technology Innovators and Top Marketers.

Brent Hieggelke, vice president of marketing for WebTrends, and author of "Winning on the Web: The Executive Pocket Guide to Smarter Marketing", will present at the CMO Summit, to be held in Monterey, California, October 7th and 8th at the Monterey Plaza Hotel & Spa. Mr. Hieggelke will participate in a panel discussion regarding the CMO Council's Marketing Performance Measurement (MPM) initiative. The panel presentation, titled, "The New MPM Model: Global Standards, Practices, and Protocols," is slated for 9:00 a.m. to 10:30 a.m. Friday, October 8th. On the panel, Mr. Hieggelke will discuss the need for marketers to change their mindset by building measurement into overall marketing operations.

"Of all departments, marketing is the most difficult to measure. But as marketing matures into a results-driven discipline, no longer can marketing executives rely purely on their past experience, gut feel, and intuition," stated Mr. Hieggelke. "The Web can be a perfect starting point to establishing an ROI mind-set. In fact, many companies today, like T-Mobile who recently increased online orders by 27 percent due to analysis-driven decisions, are measuring and discovering how the Web influences and accelerates their return on marketing investments."

Mr. Hieggelke's remarks will be included in the CMO Council's Marketing Performance Measurement Milestone Report, titled, "Measures & Metrics.

"We're looking forward to participating in the CMO Council, and are passionate about helping organizations understand and improve their return on marketing investments," said Greg Drew, senior vice president and general manager of the WebTrends business unit of NetIQ. "This is a huge opportunity for companies today. As we have seen with many of our customers, marketers who learn to make analysis-driven decisions can experience huge pay-offs as a result."

The CMO Council's Marketing Performance Measurement task force and advisory committee will also release a new MPM model that details standards and practices for benchmarking effectiveness and quantifying value in the technology industry that results from a year of primary and secondary research performed by the Council.

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