Brief: Orchestrate Marketing Insights In A Digital Command Center

With empowered customers interacting with companies via digital and nondigital engagement channels, CMOs need to eschew silo-based teams and adopt a more flexible, customer-centric approach to deliver an end-to-end customer experience. Companies must also share intelligence across the organization to help it better serve customers at retail touchpoints and bring innovative products to market ahead of competitors. To that end, CMOs must be able to harness, interpret, and act on the flood of digitally generated customer data to determine how to best win, serve, and retain customers. Asia Pacific CMOs have stepped up to unify companywide data expertise from marketing and customer insights and put them in a central digital command center (DCC) to help attain this goal. This report helps CMOs understand how a DCC can help them increase their customer obsession and business focus.