In a return visit to the podcast, IDC’s Gerry Murray discusses the new tool he predicts CMOs will be using for measurement in the future. He tells host Fawn Annan the Data Promoter Score, or DPS, will ensure marketers maximize their current performance while preparing for the future by focusing on brand equity and buyer behaviour, rather than customer satisfaction. This in-depth discussion covers all the questions you might have in implementing DPS for your company.