Data-Driven Marketing and the Role of the CMO
Much has been made of balancing the art and science of marketing, but few can deny the critical role that data plays in the modern marketing organization.
According to the January 2017 Ascend2 report “Marketing Data Quality Trends,” over half of marketers worldwide plan on improving marketing data quality over the next year. However, 45% of global marketers also see improving marketing data quality as their biggest challenge.1
“The more you make decisions that are based on data and you can show the results that you’re getting for your investments…then you remove the debate around what’s the value of marketing.”
– Sally Jenkins, EVP & CMO, Informatica
Six leading CMOs and marketing executives share insights on how marketers can drive growth through data- and technology-driven marketing, including: Lauren Flaherty, EVP & CMO of CA Technologies, Margaret Franco, SVP of Marketing EMEA of Dell EMC, Sally Jenkins, EVP & CMO of Informatica, Morag Lucey, CMO of Avaya, Dan Rogers, CMO of ServiceNow, and Karen Walker, CMO of Cisco.
1Source: Ascend2, Important Objectives vs. Challenges of a Marketing Data Strategy According to Marketers Worldwide, Jan 2017