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For CMO Professionals

The Future Of Marketing Insights

Advanced Level: Insights Practices For Marketing Innovation

December 24, 2019

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This report is part of "Act: Advanced Level" in The Marketing Innovation Playbook.

Why Read This Report

Customer-obsessed companies use data and insights to alter business and marketing decisions. CMOs are taking this a step further by embracing data, knowledge, and organizational trends to elevate their understanding of customer interactions that drive the business. But CMOs must also support insights innovation or risk not keeping pace with customers' changing behaviors and demands. This report shows how CMOs can blend customer, marketing, and business insights to drive deeper engagement with their customers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data and ideas.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Three Trends Are Changing Marketing Insights
  • Innovate Your Insights To Keep Marketing Relevant
  • Recommendations

  • Establish An Innovation Insights Process
  • Related Research Documents

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