The CMO Club, in partnership with LiveRamp, recently conducted a survey and interviewed CMOs and other marketing leaders who are facing and overcoming challenges related to data-driven marketing strategies. The result is Making Data-Driven Marketing Work, a CMO Solution Guide that provides practical insights to help marketers avoid common problems, tackle early obstacles, and learn how to value customers more by listening smarter each day.
We are in an age of constant evolution. New channels bring opportunity for new ways to engage your audience, but it can also bring more siloed data and fragmented customer experiences. Meanwhile, companies are completely transforming themselves as they look for meaningful ways to reach customers. CMOs must also evolve, expanding their skill set to include automation, programmatic buying, attribution modeling and – of course – a data mindset.
With 51% of marketing organizations now using more than 20 marketing technologies (according to the CMO Solution Guide), this is a tall order for CMOs. Whether you fall in the camp of marketers who rely on partners to scale analytics efforts, or prefer to manage data internally, this solution guide was designed to address how marketers are overcoming the following obstacles:
- The ‘too much data’ problem
- Data fragmentation
- The online-offline divide (key findings revealed 93% of commerce sales still happen in stores)
- Misaligned reports
- Inefficient ad spending
- Picking the right tools and vendors
- Continuous testing
- Effective segmentation
Download the CMO Solution Guide now to learn tips for getting started with a more data-driven marketing strategy.