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CMOs Are Looking to Dive Into Big Data

By   /  March 5, 2014  /  No Comments

Diving in Taha'a, French Polynesiaby Angela Guess

Larry Barrett of ZDnet recently wrote, “Chief marketing officers looking to raise their profile within the C-suite are making a concerted effort to align themselves with their counterparts atop their organizations’ technology and business units and embracing new applications designed to bring them closer to their customers. A new survey conducted by Forrester Research and Heidrick & Struggles, a senior-level executive search and leadership consulting firm, found that of the 212 CMOs queried, more than half now view their relationships with CIOs as ‘essential’ compared to just 30 percent in 2011.”

Barrett continues, “Forty-one percent of respondents said it was critical that they share a common vision with their CIO as it pertains to how marketing and technology teams work together. ‘A customer obsession is the most important strategic imperative for the CMO,’ Sheryl Pattek, a Forrester vice president and principal analyst, said in the report. ‘As a result, the key for marketers in 2014 will be ramping up effective technology across the marketing organization to create actionable data-driven insights. Those who don’t lead this charge will risk getting left far behind.’ To stay on top of or at least within striking distance of customers’ ever-changing preferences and demands, all C-level executives are increasingly turning to big data analytics to help bring context to the clutter.”

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