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Forging the Future of Customer Experience

Building a Unified Data Foundation For Turning Customer Insight Into Action

The rise of the data-driven marketer has propelled the marketing function beyond branding and into the realm of customer experience and revenue growth. Before marketers can succeed in their new role, however, they must first solve the customer data conundrum. A whopping 60% of marketers aren’t happy with the depth and granularity of customer insights, while 36% don’t even have the data to know their customers.

Marketing leaders can learn how to start cleaning up the data house, integrate customer data, scale customer insights, turn insights into action, and build the customer-experience culture.

This report, produced in partnership with Teradata, is based on market research and in-depth interviews with executives from Ameritrade, Cisco, Comcast, Constellation Research, Gap, HSBC, Juniper Networks, Rodan+Fields, Visa and Vodafone.

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Report Media Coverage

JAN 7, 2021

JACK-OF-ALL-TRADES: WHY AND HOW MARKETING DIRECTORS NEED TO MASTER DATA TO SUCCEED IN 2021

News Chastin

In a recent report from the CMO Council, produced in partnership with Teradata, 91% of marketers said senior management and board members expected marketers to drive measurable growth, with one in three saying that their business leaders believed was the primary mandate of marketers today. More

JAN 6, 2021

JACK OF ALL TRADES: WHY AND HOW CMOS MUST MASTER DATA TO SUCCEED IN 2021

ClickZ

In a recent CMO Council report, produced in partnership with Teradata, 91% of marketers said that there was an expectation by senior management and board members that marketers drive measurable growth, with one in three saying that their business leaders felt it was the primary mandate of marketers today. More

JAN 6, 2021

3 THINGS CMOS CAN DO NOW TO BUILD A BRIDGE TO THE FUTURE

Market Screener

The challenge is very few marketers feel they have the tools to make these kinds of experiences happen. Only 3% believe their organizations are exceptionally effective in turning data insights into actions, according to a recent CMO Council survey. More

NOV 22, 2020

ARE MARKETERS DELIVERING? TURNING CUSTOMER INSIGHT INTO ACTION

Market World

In a CMO Council global marketer survey, 91% of marketers said that there was an expectation by senior management and board members that marketers drive measurable growth, with one in three saying that their business leaders felt that driving measurable growth was the primary mandate of marketers today. More

NOV 21, 2020

ARE MARKETERS DELIVERING? TURNING CUSTOMER INSIGHT INTO ACTION

Business2Community

As the owners of CX strategies, marketers recognized the need to use data-driven insights that deliver measurable outcomes. However, getting this data in order often proved challenging. The CMO Council asked marketers to rate their organization’s overall access to customer data that is relevant to their function. According to the research, less than one in five felt relevant data was highly accessible, with 36% saying it was fairly accessible but lacked real-time capabilities and often required manual processes. Another 32% said data insights were hit or miss, with access varying wildly across functions and with little reliability to access. More

Report Themes