Five Ways Marketers (CMOs, Too) Can Master Data

“Big Data” is more than a buzzword for CMOs these days. Understanding and using data is now an integral part of a CMO’s job.Trying to turn data’s perceived value into something real within the walls of their organizations is the mission of the day for senior marketers. And we’re far from achieving that goal. A study by the CMO Council found that 61% of CMOs still have work to do to understand Big Data. But the journey is certainly worthwhile. Marketers have been under pressure for years to turn their art into more of a science. And an evidence-based approach to marketing analytics—including measuring campaign effectiveness, customer experience, customer lifetime value, and drivers of acquisition and retention—is more than possible, freeing important decisions from the vagaries of human bias. Through…

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