Leading by example

Matthew Schwartz

Describes how an effective use of data has helped NASCAR, the US racing company, and IBM, the US technology company, discern the keener insights about consumer behavior and improve business outcomes.

Data has become essential to brand managers' ability to develop more effective marketing campaigns and land bigger budgets. Yet despite the opportunities big data provides (most notably keener insights about consumer behavior), many marketers continue to get bogged down by the numbers and fail to connect the dots.

According to a survey released earlier this yearby the CMO Council and RedPoint Global, just 7 percent of marketers said they deliver real-time, data-driven engagements across both physical and digital touchpoints. The survey, based on responses from 263 senior marketing executives, most from consumer-facing brands, found widespread consensus that CMOs...

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