Brief: The New Art Of Data

Digital customers, channels, and competitors are putting pressure on your firm to leverage more, and messier, data to arm your products, employees, and operations with digital capabilities. But being "data-driven" isn't purely a technology challenge, and it's not just an extension of business intelligence. Being data-driven also doesn't mean using data only for marketing performance optimization. The most innovative data-driven enterprises recognize that insights are scattered throughout — and outside — their organizations, and that the data they collect may even result in a new revenue stream or spur a shift in business models. This brief describes why forward-thinking chief marketing officers (CMOs) should partner with their CIO peers to lead data innovation, or risk obsolescence.