« Dispatch from WOMMA Basic Training, Day 1 | Main | 8 Traps to Avoid in PR Measurement »

WOMBAT and IDC's MPM Summit Summary

As Jim Nail was speaking at the Word of Mouth Basic Training (WOMBAT) Conference in Orlando last week, Cymfony's CEO Andrew Bernstein held court at the IDC Marketing Performance Measurement Summit for Business to Business marketers.

To expand on Jim's post about Thurs. session at WOMBAT, Steve Rubel has few nuggets and Josh Hallett, Marianne Richmond, Dana Vanden Huevel and Toby Bloomberg did an excellent job summarizing the event on the official WOMBAT blog.

Meanwhile in Santa Clara, Rich Vancil, VP of IDC's CMO Advisory Practice and chairman of the MPM Summit suggested tech marketers are embracing measurement practice out of economic necessity.  This is a shift from last year where he emphasized that the high-tech sector was woefully lacking.

According to Rich, marketing costs have grown to 6.5% while worldwide IT industry growth has only risen 5.5%.  Sales costs have increased and sales cycles have lengthened.  Additionally, media has fragmented leading to complicated marketing decision-making. 

As expected, most of the speakers talked about the need for measurement and the strategies used to implement.  Andrew's luncheon discussion on "Measuring and Analyzing MSM and CGM to Gain Critical Market Intelligence" was the only session that touched upon the need to integrate CGM into the mix.  So I'm not surprised that I couldn't find much discussion about the event online.  Opportunity for IDC perhaps?

There will be a similar east coast event in New York City in April.

, ,

Posted by Cymfony on January 23, 2006 at 11:27 AM | Email this post Permalink

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341cdcdc53ef00d83424d91353ef

Listed below are links to weblogs that reference WOMBAT and IDC's MPM Summit Summary:

» Blog Day in Waltham, Mass.: Thus. Jan 12th from Tech PR Gems
Thursday, January 12th is officially Blog Day in Waltham, Massachusetts. Okay, well, maybe not officially, but it ought to be, what with two blog-focused events that same day. [Read More]

Tracked on Jan 23, 2006 3:13:05 PM

Comments

The comments to this entry are closed.