What CIOs Need to Know about Marketing’s Data Needs, by Loraine Lawson (@LoraineLawson). With marketers continuing to gain importance for enterprises, they require more data than ever before. Unfortunately according to a survey by Gleanster, the CMOs of many midsize and large B2C organizations lack this much-needed data, hindering revenue-driving tasks like customer segmentation. According to Loraine, “the study shows that overall, not even half of the marketers were satisfied with their data capabilities,” with a key highlight showing that 86% of marketers believe they could drive more customer revenue with a better 360 degree view of customer attributes. Of note to us is the finding that under half of marketers surveyed were satisfied with their customer data integration, demonstrating an easy way to being moving towards that full customer view. The study provides four recommendations to improve the situations, which include breaking down silos and allowing real-time data access, shifting data from campaign-centric to customer-centric, creating an integrated multi-channel approach, and connecting analytics, strategy and creative. “CIOs who want to stay relevant may want to pay attention to what’s going on with data in the marketing department. Marketing is fast becoming one of the major business consumers of data. And this department is often discontent with the state of its data quality, access and depth, research released by Yesmail Interactive shows. On behalf of Yesmail, analyst firm Gleanster surveyed 100 senior-level marketers at companies with online and offline sales models and $10 million to more than $1 billion in revenues.” Read the full article at ITBusinessEdge.com!
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