008 The preceding images showsa CMO-level view of marketing data. This is an essential view that brings together all sources of marketing spend and revenue to display these as KPIs and trends and to calculate the marketing’s overall ROI. For marketing spend, this will include all investments to date across digital and offline channels, and can include your human capital costs, partner fees, and technology costs. For revenue, this can include all of your sales data from your owned and operated locations and ecommerce sites, as well as partner sources online and at brick-and-mortar locations. These combinations underscore the importance of being able to seamlessly connect to data so your KPIs and the resulting marketing ROI figure will be 100% accurate. Each of these KPIs is put into context using goals. Goals are a great way to not only check your status but know whether you’re on track, allowing you to answer “what does success look like?” and “how are we pacing toward our goal?” In addition to managing marketing’s impact to date, CMOs need to predict their performance. New capabilities in predictive analytics like Kwanzoo platform’s “One-Click Forecasting” allow leadership to easily look ahead to understand next quarter’s performance. CMO Forecast View of Marketing Spend and Revenue Equally valuable is the ability to drill below the surface of KPIs and trends to see breakdowns by your key data dimensions, such as channel, product, region, and business unit. Using the power of data harmonization, an integrated marketing analytics approach allows these comparisons to be easily visualized to understand the key drivers (and detractors) of the top-line KPIs, such as these CMO views of investments and outcomes by channel and product. CMO Channel Analysis View of Marketing Investments and Sales by Product Kwanzoo