Higher Ed CMO Study: Measurement

Higher education marketing has more data than ever. Leadership has bigger questions than ever. Most measurement systems were built for neither.

Measurement in higher education has grown in silos, owned by different teams, optimized for different goals, and disconnected from the enterprise-level decisions that depend on it. CMOs are expected to speak to reputation, perception, and long-term brand value while operating infrastructure designed to count clicks and track campaigns.

This chapter examines where that mismatch shows up, what the CMO Study data reveals about the state of measurement maturity across institutions, and what changes when measurement is treated as shared infrastructure rather than a marketing output.