A CMO on Super Bowl Sunday

The video above depicts what a Chief Marketing Officer (CMO) might look like if money spent on his company's Super Bowl ad is wasted.

Alex Amado, Adobe's Vice President of experience marketing, discussed the ad with Adweek's Tim Nudd.

"We're big fans of TV advertising, especially around key events like the Super Bowl, as it remains one of the few ways to get truly massive reach at a very focused moment in time. But those moments have become so expensive that marketers need to make their TV ads part of a broader marketing strategy that is heavy on digital, appropriately targeted, and ultimately driven by data."

Amado adds: "Our message this time was really, 'If you aren't using data and insights to drive your marketing, it's just a gamble.' "

Watch the rest of the "Do You Know What Your Marketing Is Doing?” series.

How important is it for managers to use data to make decisions?