There was a time, not too long, ago when marketers could not find enough data to make useful decisions. Many resorted to studies and focus groups, and made decisions based on their gut feel and experience. The reverse is true today, and CMOs are literally swimming in data. When analytics becomes part of the marketing DNA, the marketing organization will evolve from asking basic questions and hypothesis to more complex ones. It can also help CMOs become more curious and experimentative.

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