Build Digital Intelligence Into Your Marketing Operating System

This report, originally written for customer insights professionals, includes content relevant to CMOs. Here's why: As customers take control of their relationship with brands across digital, traditional, and face-to-face channels, CMOs must redefine their organization using a customer-centric marketing operating system (MOS) model. In this new model, data and the insights that data brings are the lifeblood that CMOs need to determine how to deliver the contextually relevant customer experiences required to best win, serve, and retain customers. Despite firms talking a good game about the importance of interpreting data to inform marketing strategy, CMOs are challenged in motivating their siloed data resources to collaborate and cooperate across organizational boundaries to build a full understanding of customers. It's time for CMOs to merge disparate data analytic resources within their MOS organizational framework — for the customers' benefit. Read this report to determine how to build a superior digital intelligence team to operationalize, use, and share the multidimensional customer understanding needed to fuel your customer-centric MOS-based organization.