REPORT

Recent CMO Council research highlights the need for executives across marketing, commerce and supply chain to do more with the data at their fingertips, especially given the need to provide a superior customer experience in an omni-channel environment.

Indeed, the shift to digital has heightened the need to aggregate data insights and properly distribute those insights across all key functions within the organization to create a singular view of the customer and properly executive on personalized experiences.

Yet this research demonstrates that there is a widening gap between customer expectations and organizations’ ability to deliver. This preliminary report in the research initiative, “Doing More With Data,” in partnership with IBM, highlights the current status of customer engagement strategies and organizations’ ability to leverage data successfully. It highlights preliminary perspectives from research currently underway, key insights from several executive dinner dialogues, and aggregated research from various additional CMO Council research in 2018.