ENTERPRISE IT
Turning vast amounts of data into useful information is a major challenge . CMOs must work with IT leaders to make the most of data analytics
WRITTEN BY : MARCUS LAW
From improving decision-making to enhancing the understanding of the market and competition , data and data analytics ( D & A ) hold an increasingly important role for Chief Marketing Officers .
Research from Gartner conducted in 2022 found CMOs are increasingly targeting D & A and marketing technology . With customer data including everything from online purchase data , click-through rates and browsing behaviour to social media interactions , mobile device usage , and geolocation data , there is a huge quantity of available information .
But as consumers generate more data than ever before , the firm ’ s The State of Marketing Budget and Strategy 2022 survey also found that there are a number of resource challenges around dealing with that data .
The report found that CMOs must work with IT leaders to establish clear governance rules regarding the extent , scope and timing of IT ’ s involvement in business- or marketing-led digital projects . Successful partnerships involve clear definitions of safe zones and the co-creation of an adaptive governance framework .
“ CMOs who cannot effectively partner with their IT and D & A counterparts will fail to build the necessary digital capabilities – such as omnichannel journey orchestration and personalisation – needed to deliver a strong customer experience ( CX ) and achieve customer acquisition and retention goals ,” said Aparajita Mazumdar , Principal of Research in the Gartner Marketing practice . “ CMOs must educate C-suite executives and senior IT leaders about the benefits of this delivery approach , while also acknowledging a mature and effective democratised delivery programme will not happen overnight .”
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