The CMO’s Guide To An Enterprise Data Strategy

February 2nd, 2023

Stephanie Liu Senior Analyst

Melissa Bongarzone Researcher

With contributors:

Emily Collins , Rusty Warner , Benjamin Nagle , Xiomara Nunez , Christine Turley

Summary

Marketers are clamoring for more first-party data to contend with data deprecation. As they consider what first-party data they need and how to collect it, CMOs run the risk of repeating existing data mistakes: creating silos, collecting unusable data, and hoarding stale data. This report will help B2C marketing executives better collaborate on an enterprisewide data strategy to work more effectively across functions and tech silos.

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