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For Customer Insights Professionals

Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

October 24, 2011

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Authors

  • By Robert Brosnan
  • with Suresh Vittal,
  • Molly Murphy

Why Read This Report

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.

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Table of Contents

  • Marketing Risks Succumbing To Technology Sprawl
  • How To Get There: Build The Marketing Technology Office
  • RECOMMENDATIONS

  • Leverage Customer Intelligence To Fast-Track The Office
  • WHAT IT MEANS

  • Technology Mastery Leads To Strategic Differentiation
  • Related Research Documents