Why Read This
Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing technology office (MTO) to ease and take advantage of technology development. The office, working through a chief marketing technology strategist, sets marketing technology strategy, makes the business case for embedding new technology within marketing programs, and manages technology-related partnerships.
Tags: Consumer Packaged Goods (CPG), Customer Intelligence, Direct Marketing, Financial Services, Insurance, Marketing Automation, Marketing Organization & Culture, Marketing Organizational Structure, Media & Entertainment, Online Marketing Technology, Retail