The Business Opportunity Behind Adaptive Intelligence

This report, originally written for CIOs, includes content relevant to CMOs. And here's why: To fuel growth, CMOs must be able to turn big data into smart data that provides the marketing team with the actionable insights needed to inform marketing strategy and business growth. But alone, internally captured data is no longer enough to compete in the fast-paced post-digital world. CMOs must expand their data strategy to include the ability to share, source, and integrate external data from suppliers and partners with internally created views to create contextually relevant and actionable knowledge of customers. Forrester calls this approach adaptive intelligence (AI). CMOs must ramp up their understanding of the business benefits of AI so that they can build a joint road map to AI with CIOs that fully supports the customer strategy. Read this report to understand the AI model, learn from emerging best practices, and determine how to put AI to work in your organization.