ENTERPRISE IT need to remove any barriers that keep data locked away in silos – for instance , limited to certain channels or certain teams . If marketers don ’ t have the complete picture , they can ’ t make fully informed decisions .
“ Second ,” Krug adds , “ they need all the data to be immediately accessible . If data takes time to process , marketing teams aren ’ t acting on the most up-todate information . And if data can only be queried in certain ways , then marketers will be limited in what they can ask and what insights they can gain .
“ CMOs who cannot effectively partner with their IT and D & A counterparts will fail to build the necessary digital capabilities ”
APARAJITA MAZUMDAR PRINCIPAL , RESEARCH , GARTNER MARKETING
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