Marketing is broken: Can data fix it?

Mark Sherrington

This article examines how better use of data can help marketers adapt to the changing face of marketing.

CMOs need to stop worrying about data and start using it to their advantage, writes Mark Sherrington. In the new normal, everything is about data and marketers need to think of themselves as the ultimate data scientists.

Having just returned from a ten-year safari, I am concerned to discover that marketing is facing extinction. There is data to support this.

It has been reported that 80% of CEOs have lost confidence in marketing (Fournaise Report 2012). There is a 50% churn rate among CMOs with 62 % replaced by people outside the company (Russell Reynolds Report 2016). That report also...

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