Trends Report

The Future Of Marketing Insights

Advanced Level: Insights Practices For Marketing Innovation

December 24th, 2019
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Caroline Robertson , Caitlin Wall

Summary

Customer-obsessed companies use data and insights to alter business and marketing decisions. CMOs innovating their marketing operations are embracing data, knowledge, and organizational trends to elevate their understanding of customer interactions that drive the business. CMOs must also support insights innovation developed from zero-party data and machine learning or risk not keeping pace with customers’ changing behaviors and demands. Creating an insights exchange network and championing collaboration facilitates developing customer-obsessed firms. This report shows how CMOs can blend customer, marketing, and business insights to drive deeper engagement with their customers.

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