Should marketers be shocked by a MarketingWeek survey showing that 70% of CEOs have lost trust in marketers? "CEOs are waking up. They're seeing opportunity to align key performance indicators ... with clear marketing objectives," writes Brian Carroll. Two of three marketers are acting on Big Data to improve marketing performance, according to a MarketingSherpa survey, and now expect results beyond the amorphous "brand awareness" of old. "The old-school approach to marketing, with the fuzziness associated with measuring the brand impact of traditional media like television, is running its course," Carroll writes.

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