The wealth of online advertising metrics can help marketers better understand return on investment and, therefore, position themselves as strategic leaders within their corporations, a new study by
consultancy Booz Allen Hamilton suggests. Spurred by the high turnover rates among CMOs, the Association of National Advertisers commissioned consultants at Booz Allen to survey 2,000 marketing
executives about the structure, practice, decision hierarchy and marketing capabilities of their companies. Booz Allen vice president Ed Landry proposed that marketers that examine data streams on the
Web are able to identify marketers' contributions to revenue growth, and also gain added authority from their ability to define return on investment. -- Erik Sass
