EVENT

More than 50 CMO Council members from across Europe gathered at Oracle's offices in Munich on July 19 for the second Marketing Performance Measurement (MPM) Forum in the EMEA region. News highlights from the event included the release of findings from the European Measures & Metrics Audit, which follows a similar survey initiative in North America last year. The latest poll of more than 170 technology marketers accented their lack of formal measurement practices and a strong desire to better quantify the value of spend. Keynote presenter, Tim Ambler, senior fellow at the London Business School, pointed out the discrepancies between brand equity and ROI, which he considered to be a bad metric for marketing assessment. Leading brand names represented on panels and in the audience included SAP, SAS, Siebel, Oracle, HP, Avaya, Freescale, Novell, Google, Nortel Networks, Siemens, BT, Factiva and Cherry.