Managing marketing data in the first-party era

If customer expectations of brands were not already sky high before the global pandemic, then the digital acceleration it has brought about undoubtedly moved the benchmark upwards. There are winners and losers in the fight for online, mobile and social spending and the battle is increasingly determined by which companies can lift the customer experience they deliver to the level of amazing.

As a result of these intensely competitive market conditions, the chief marketing officer (CMO) is now the key player in growth strategies. Both by winning and then retaining customers, sustainable revenue flows are created and a platform for expansion built out.

But this also means the role of the CMO is changing. To embed a customer-first philosophy across the enterprise and to ensure customer data is leveraged effectively, close alliances need to be built with the C-suite. Having access to the CEO is vital for setting goals and measuring the business outcomes from marketing. Working closely with the chief data officer and chief analytics officer is essential to placing data and insights into decisioning and personalisation processes. And of course, the chief technology officer is a major ally in breaking down marketing technology barriers and putting the right tools in place.

Download this research report by DataIQ and Acxiom to explore:

• Key insights into the benefits of integrated data
• Deeper analysis into the evolution of organisational data
• Insights into data foundations and enhancing data quality