Data and analytics, henceforth integrated as an essential compass for the Chief Marketing Executive (CMOs).
When it comes to marketing leaders, it is obvious that, many are underprepared
to capitalize on data. But progressively, Connectikpeople.co observes that their
level of strategic involvement is increasing.
As, a unique
objective reference for modern organizations and professionals, when it comes
to Tools, Supports and Solutions for drawing value in their daily activities,
Connectikpeople.co has captured a new IBM study,
which shows that, CMOs are integrating internal and external data to garner
deep insights that, in turn, provide them with a much deeper
understanding of
their customers.
Entitled “Stepping up to the challenge:
How CMOs can start to close the aspirational gap,” it identifies three types of CMOs: Traditionalists (37 percent), Social
Strategists (33 percent) and Digital Pacesetters (30 percent).
Connectikpeople.co observes that, Digital Pacesetters are more likely to be
financial outperformers and are characterized by their preparedness for the
dramatic growth of data, social and mobile channels; integration of physical
and digital sales and service channels; and regular use of advanced analytics
to extract insights from customer data.
In terms of the
influence of CMOs within their organization, according to the study, 63 percent
of CEOs involve the CMO in formulating the organization’s overall business
strategy. The study also underscores the need for CMOs to collaborate more
closely with the rest of the C-suite in making strategic decisions that are
supported by data and analytics.
94 percent of marketing leaders believe that mobile applications will play
a significant role in helping them reach their goals over the next three to
five years, which is up from 80 percent three years before.
Connectikpeople.co recalls that, conducted by IBM’s Institute for Business
Value, this study is based on findings from face-to-face conversations with more than 500
CMOs from 56 countries and 19 industries worldwide.
