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Rethinking Business Intelligence for Marketing: Strategy, Technology, Metrics

Tuesday, December 27, 2011

Over the last two years, IBM did qualitative interviews with more than 1,700 CMOs – a much more effective way of capturing insights than a 1-5-scale survey. Results were surprisingly similar across geographies, company sizes, and customer focus (B2B or B2C). The study examined the challenges that CMOs face, and their plans for facing those challenges.

The CMO challenges centered around the “data explosion,” the growth of social media and the growing number of marketing channels, changes in consumer demographics, and the increasing risk and complexity of the corporate environment. In order for CMOs (and, more importantly, enterprises) to successfully meet these challenges, CMOs feel they need to understand customers better, establish a consistent corporate “character” that will improve employees' interactions with customers, improve the analytical skills of marketers, and make a stronger business case for marketing initiatives.

Read more on IBM's study here. Sourced by Enterprise Apps Today

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